Minute Media becomes official content partner of Bundesliga International to boost growth of German football in North America

Photo: DFL/Getty Images/Boris Streubel
  • Minute Media is home to top sports and culture content brands including athlete-first platform, The Players’ Tribune (TPT) and global football content leader, 90min
  • Bundesliga International and Minute Media will increase reach throughout the States via first-person athlete content on TPT and match coverage on 90min 
  • German football has a storied history with US talent in Europe, having welcomed more American players than any other top European league 

26 July 2023 – Bundesliga International has joined forces with leading digital content specialists Minute Media to provide more incredible German football moments to fans throughout North America.

The partnership kicks off as two of Minute Media’s most prominent titles – The Players’ Tribune and 90min – follow Borussia Dortmund as they head to San Diego, Las Vegas and Chicago as part of the team’s US tour. In addition to behind-the-scenes content from the tour on 90min, the collaboration will include in-depth features with select athletes from the Bundesliga, which will live on The Players’ Tribune platform.

We are excited to tell the stories of these bright young stars, even more so in the US where the FIFA World Cup in 2026 is fast approaching and know that Minute Media is the right partner to support us on that journey.

Peer Naubert, Chief Marketing Officer Bundesliga International

From the start of the 2023-24 season, a selection of Minute Media’s sports platform portfolio, will have access to a wide range of content from the Bundesliga and Bundesliga 2, including the latest highlights clips, interviews with top stars and the DFL’s vast Bundesliga matchday archive.

Peer Naubert, Bundesliga International Chief Marketing Officer, said: “From the most exciting moments to the behind-the-scenes stories, football captivates us all in different ways, and our global network of content partners allows us to reach different audiences, delivering more than 2.8b impressions per season through their various platforms.”

“The Bundesliga has an esteemed history of being the destination for young US talent, and that continues with the likes of brothers Paxten (Eintracht Frankfurt) and Brendan Aaronson (1. FC Union Berlin) now calling Germany home. We are excited to tell the stories of these bright young stars, even more so in the US where the FIFA World Cup in 2026 is fast approaching and know that Minute Media is the right partner to support us on that journey.”

Andres Cardenas, Minute Media Chief Marketing Officer, added, “The Bundesliga has long been a well-respected league in the States, and we’re looking forward to increasing editorial coverage for a league with so much history and incredible storylines. We are proud and excited to partner with Bundesliga International to increase viewership of German football in the US through unique athlete-first storytelling on The Players’ Tribune and comprehensive match and team coverage via our global football platform, 90min.” 

The Bundesliga has adopted a multi-faceted approach when it comes to delivering content, working with broadcasters, content partners and media around the world to ensure the most exciting and interesting stories from Germany’s top two divisions are told in a locally relevant and engaging way. Each content partner has their own identity and crafts Bundesliga content that is relatable to their audience, ensuring engagement rates close to 500m per season across the partners’ social and digital sites.