Bundesliga International, the global commercial rights division of the top German soccer league, has strengthened its presence in China by signing a joint declaration with mobile streaming service and domestic broadcast partner Migu.
The joint declaration of intent was signed yesterday in Frankfurt, Germany, with the pair committing to work together in areas of media rights distribution, broadcast technology, and innovations, including the use of virtual reality, content, technology, and innovation in China.
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The deal includes an agreement to grow the Bundesliga fanbase in China through a range of marketing and club-related initiatives.
Wenhai Shen, chairman of China Mobile Migu, said: “We hope that the partnership can help us in the further development of a healthy and sustainable football culture in China and also introduce new innovative services that can thrill and delight Chinese football fans.
“We will leverage live broadcasting as the core to deliver comprehensive media content, drive multi-scenario smart experiences through technological innovation, and harness the synergy of ‘content + technology + integrated innovation’ to redefine the future of football engagement.”
Migu first picked up rights for the Bundesliga in the 2021-22 season alongside other digital platforms Huya and Dongqiudi. The deal came as part of a wide-ranging partnership covering live rights and other video content, and a joint initiative with the league to support and grow the Bundesliga fanbase in China.
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By GlobalDataAlong with the Bundesliga, Migu holds soccer rights for the elite English Premier League through the 2024-25 campaign, Saudi Arabia’s SPL, and Italy’s Serie A.
The new joint declaration builds on German soccer’s well-established presence in China.
Bundesliga and its clubs have six permanent offices in China, as well as soccer academies and outreach programs aimed at strengthening their presence in the country.
The DFL German soccer body, meanwhile, has been the most active European league in China in recent years, launching initiatives such as Bundesliga Dream China, a youth program giving the Chinese national under-16 team the chance to train and play a friendly against the academies of Bundesliga teams Borussia Monchengladbach and Wolfsburg.
The top-tier league has been looking to boost its global visibility to compete with the likes of England’s Premier League and Spain’s LaLiga, which have wide international fan bases.
The Bundesliga has more than 20 content partners in strategic growth markets, such as digital media platforms Minute Media in North America and Khel Now in India.
Last December saw the league team up with OneFootball, the soccer video and editorial site, to launch a dedicated international OTT platform in select territories. Following the service’s debut in India in August, offering exclusive live coverage of all second-tier Bundesliga 2 matches, the Bundesliga Pass OTT service was rolled out to Vietnam and South Africa.
Earlier this year, Bundesliga International renewed its content partnership with soccer media platform Footballco, across the Middle East and Africa to solidify its presence in the region.
