German men’s soccer’s Bundesliga has partnered with five broadcasters across nine Eastern European markets – including Russia – through the 2028-29 season.
Deals in the nine countries have been unveiled today, brokered by international sports marketing heavyweight Infront (with which the Bundesliga International arm struck a deal to this effect in May last year).
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The markets, and the broadcast partners in them, are as follows: Lithuania, Latvia, and Estonia (Setanta); Albania and Kosovo (Tring); Czech Republic and Slovakia (Nova Sport); Romania (Digi); and Russia (Okko).
Across the various deals, the Setanta, Nova Sport, and Digi tie-ups represent extensions. Indeed, Setanta is also the league’s partner, again in a deal running through 2028-29, in 10 Eurasian markets.
However, in Albania and Kosovo rights are currently held by Digitalb, while in Russia, Gazprom Media-owned Match TV is presently airing Bundesliga action.
The Bundesliga International-Infront tie-up last year also covered Israel, where the league is being shown this season by Charlton. GlobalData Sport understands that news around media rights in that market specifically for the next cycle will be unveiled soon.
Today’s deals cover all 612 games each season from the Bundesliga and second-tier 2 Bundesliga, as well as the four post-season relegation playoff games, and the season-opening German Supercup. They will begin with the 2025-26 campaign and run for four years, through 2028-29.
Proceeds from Russian media rights sales will continue to be donated to fund humanitarian aid. Russia attacked Ukraine in February 2022, and the ensuing war has raged for the last three years.
Top-tier Bundesliga players from these markets, meanwhile, include the Czech Republic's Patrik Schick and Matěj Kovář, both playing for champions Bayer Leverkusen. Overall, a significant number of players from these European markets ply their trade in the German competition.
Peer Naubert, managing director and chief marketing officer at Bundesliga International, has said: “Across Eastern Europe, there is a long history with German football, and the importance of those traditions continues today as we work together to tell the stories of the Bundesliga each week.”
Amikam Kranz, Infront’s senior vice president for media, betting, and technology, added: “German club football continues to attract audiences globally and these agreements are an indicator that, despite a challenging and competitive market, we have the right network to transform that popularity and deliver broadcast revenue for rightsholders.”
In terms of the Bundesliga’s domestic partners for the next cycle, live rights will be split between pay-TV heavyweight Sky Deutschland, and the DAZN sports streaming service, with the total value of those tie-ups (as well as rights for highlights and short clips) over the next four seasons coming to $1.17 billion per campaign.
Other markets in which the Bundesliga has deals running past next season include Spain (DAZN), sub-Saharan Africa, Poland (Eleven Sports), and Hungary (Network4).
