The Bundesliga’s momentum in Southeast Asia has just taken another major step. For the 2025–26 season, Indonesian fans will be able to watch every Borussia Monchengladbach match free-to-air, thanks to an extended agreement between MNC Group and Bundesliga International. The driver of this deal: Kevin Diks, who earlier this year became the first Indonesian player to sign for a Bundesliga club.
Why This Deal Matters
A Local Hero Meets a Global League
Kevin Diks’ arrival at Borussia Monchengladbach is historic. As the first Indonesian player in Germany’s top flight, his presence creates an immediate emotional and cultural connection between the Bundesliga and one of Asia’s most football-obsessed markets. MNC is capitalising on this by committing to broadcast every Gladbach fixture free-to-air via RCTIand iNews.
Beyond One Player: Bundesliga’s Indonesian Surge
- MNC will continue showing all nine Bundesliga matches each gameweek, with four made available FTA.
- Telkomsel has also renewed rights through AllPlay Sports on IndiHome TV, ensuring digital coverage remains strong.
- Bundesliga International reports a 10% increase in Indonesian followers and interest year-on-year, making it the fastest-growing European league in the country.
Regional Expansion Strategy
The Indonesia deal is part of a broader rights push across Asia and beyond:
- Vietnam: Partnership with state-owned telecom giant Viettel.
- Thailand: FTA coverage via PPTV.
- MENA: Rights secured by MCG Group.
- Canada: Two-year extension with DAZN.
Bundesliga’s formula is clear: pair local heroes with local broadcasters to create cultural footholds in priority markets.
New-Age Rights Strategy: From Global Packages to Market Tailoring
Rather than focusing on expensive blanket global rights, the Bundesliga is using market-led deals that maximise cultural impact. In Indonesia, Kevin Diks provides the narrative hook; MNC and Telkomsel provide the reach. By ensuring Gladbach games are accessible to all Indonesians, the league deepens its relationship with fans while strengthening brand loyalty in a competitive football market dominated by the Premier League and La Liga.
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