The Bundesliga has taken another major step in strengthening its international presence, securing a four-year broadcast extension with United Media across nine Southeast European territories. The agreement, which runs until the end of the 2028-29 season, covers Bosnia-Herzegovina, Bulgaria, Croatia, Cyprus, Greece, Montenegro, North Macedonia, Serbia, and Slovenia.
United Media has held rights in the region since the 2021-22 season, and this renewal ensures fans across the Balkans and beyond will continue to access live Bundesliga coverage through trusted channels such as TV Arena Sport, Sportklub, Sport TV, and Nova.
A Region Deeply Connected to the Bundesliga
Peer Naubert, CEO of Bundesliga International, emphasized the cultural and sporting ties that underpin the deal:
“Historically, the Bundesliga has had more players from Southeast Europe than any of the top five leagues, and the region is a hotbed for passionate fans of our unique brand of football. Working directly with United Media, our focus is to deliver the best of the Bundesliga to those fans.”
This connection is evident on the pitch. Ahead of the 2025-26 season, a host of Balkan talent will feature in Germany’s top flight, including Croatia’s Josip Stanisic (Bayern Munich), Bosnia-Herzegovina’s Ermedin Demirovic (Stuttgart), and Serbia’s Andrija Maksimovic (RB Leipzig).
Part of a Global Rights Expansion Strategy
The deal adds to a growing wave of Bundesliga international rights agreements in recent months. Highlights include:
- Japan: DAZN securing exclusive coverage.
- Vietnam: State-owned telecom giant Viettel acquiring rights.
- Italy: Contract extension with Sky Italia.
- Thailand: Free-to-air channel PPTV picking up rights.
Domestically, the league remains anchored by partnerships with Sky Deutschland and DAZN, maintaining strong coverage in its home market.
Bundesliga’s Global Positioning Play
From a strategic standpoint, this renewal highlights three critical aspects of Bundesliga’s international growth model:
- Regional Relevance – By focusing on territories where cultural and player connections are strong, the league creates natural fan affinity and deeper engagement.
- Long-Term Partnerships – Multi-year deals with established broadcasters provide stability, consistency, and predictable revenue streams.
- Portfolio Diversification – The mix of pay-TV, streaming, and free-to-air ensures accessibility while safeguarding commercial value.
The Bundesliga continues to position itself as the league of opportunity and connection, particularly in markets where its player base resonates directly with local audiences. For United Media, the deal reinforces its role as a premier distributor of top-tier European football across Southeast Europe, competing head-to-head with other global rights holders.
As the 2025-26 season kicks off on August 22 with Bayern Munich facing RB Leipzig, this broadcast expansion underlines how the Bundesliga is working to balance tradition, commercial growth, and global accessibility.
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