The Bundesliga has unveiled a bold new broadcast strategy for the UK and Ireland, designed to blend tradition with innovation by distributing rights across pay-TV, streaming, free-to-air, and digital platforms.
This multi-year agreement positions German football’s top flight to maximise reach in one of its most important overseas markets, capitalising on the popularity of stars like Harry Kane, Jobe Bellingham, and Jarell Quansah, who continue to boost English interest in the league.
Sky Retains Flagship Rights
Sky Sports, the incumbent pay-TV partner, remains the anchor of the Bundesliga’s UK presence. Sky will continue to broadcast the marquee Saturday evening fixture (5:30pm UK time) each week, alongside highlights and additional supporting content.
By keeping its premium slot, Sky secures continuity for fans while reinforcing the Bundesliga’s place within its broader football portfolio.
Prime Video Steps into Sunday Football
In a significant move, Amazon’s Prime Video has acquired rights to every Sunday Bundesliga game, plus coverage of the season-opening DFL Super Cup (2027) and the relegation play-offs.
The deal strengthens Amazon’s sports presence while extending its wider relationship with German football’s governing body, the DFL, which already works with Amazon Web Services. For the Bundesliga, it ensures a digital-first distribution path that aligns with modern consumption patterns.
Free-to-Air Boost via BBC
The Bundesliga will now enjoy a stronger free-to-air presence in the UK through a partnership with the BBC. Every Friday night match of the season will stream on BBC iPlayer and the BBC Sport digital platform, providing accessibility to a broad, mainstream audience.
This ensures the league gains exposure beyond paywalls, an important strategic move for growing casual fan interest.
YouTube Watch-Alongs and Content Partnerships
In a first-of-its-kind approach, the Bundesliga has partnered with major YouTube football creators, including The Overlap (featuring Gary Neville, Roy Keane, and Ian Wright) and That’s Football, hosted by Mark Goldbridge. Each channel will showcase 20 live matches per season.
Additionally, the Bundesliga’s official YouTube channel will broadcast all Friday fixtures from both the Bundesliga and the 2. Bundesliga.
Peer Naubert, CEO of Bundesliga International, described the initiative as a “multi-layered strategy” to connect with fans:
“By combining established broadcasters with digital platforms and content creators, we are taking a progressive step in how top-level football can be experienced.”
The Bigger Picture
This broadcast mix reflects a deliberate balancing act:
- Traditional reach via Sky keeps the league on premium pay-TV.
- OTT innovation through Prime Video positions Bundesliga within the streaming wars.
- Mainstream exposure through BBC ensures nationwide accessibility.
- Youth engagement through YouTube taps into fan communities and new demographics.
On the domestic front, the Bundesliga recently secured a $1.17 billion-per-season rights cycle split between Sky Deutschland and DAZN, including highlights and short-form content.
365247 Insight
The Bundesliga’s UK media strategy is more than a rights deal — it’s a distribution ecosystem. By combining linear TV, OTT, free-to-air, and creator-led YouTube broadcasts, the league is building layered touchpoints with audiences rather than relying on a single platform.
✅ Key lesson: The future of international rights is multi-channel and fan-centric, blending tradition with digital-first strategies. For leagues, this isn’t just about selling rights — it’s about building relevance in crowded, competitive markets.
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