Bundesliga International, the global commercial rights division of the German men’s soccer league structure, has today (July 11) announced a three-season media rights partnership in Sub-Saharan Africa with satellite television network New World TV.
The deal officially begins at the start of 2023-24 in August and covers 22 French-speaking countries across the region.
Go deeper with GlobalData
New World TV has acquired non-exclusive pay-TV rights to the Bundesliga for the next three campaigns, in both French and selected local languages, as well as a package of free-to-air rights (FTA) in Togo alone.
The latter package entails New World TV (headquartered in Togo) committing to cover one match per game week FTA on its channels.
The deal covers the top-tier Bundesliga, second-tier 2.Bundesliga, pre-season German Supercup encounter, and post-season relegation playoffs.
The tie-up adds to the existing pay-TV coverage deal in Sub-Saharan Africa that the Bundesliga has with heavyweight international network Canal Plus. A five-year extension between Bundesliga International and Canal Plus Group was unveiled in April, running until the end of 2027-28.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataThe league’s English-language partner in the region has in previous years been StarTimes.
Top-level players from Sub-Saharan countries currently contracted to Bundesliga clubs include Sadio Mané and Eric Maxim Choupo-Moting, both at champions Bayern Munich, and Sébastien Haller at Borussia Dortmund.
In addition to the live match coverage in French, the pair will work to “develop and implement a local content and marketing strategy which includes broadcasts in local languages such as Lingala, Wolof, Bambara, Dioula, and Ewe.”
Peer Naubert, Bundesliga International’s chief marketing officer, said: “We are delighted to join forces with our new and ambitious partner New World TV, as part of our multi-faceted, localized approach. As well as a range of transmissions in local African languages, New World TV provides a fresh perspective and furthers our offering to fans in Francophone sub-Saharan Africa.
“The Bundesliga is the fastest growing league across the continent, and with more options to watch, as well as a range of digital and social media channels to engage with, we are committed to serving football fans in Africa and bringing them closer to the biggest matches and their favorite stars.”
Nimonka Kolani, managing director at New World TV, added: “This new major partnership strengthens our position as one of the continent’s leading sports channels and the home of international football competitions, and we are looking forward to working with the team at Bundesliga International to showcase the ever-evolving storylines that come from Germany each week.”
New World TV held Sub-Saharan French and local language rights to men’s soccer’s 2022 Qatar World Cup having agreed a deal with governing body FIFA the previous year.
In late June, Bundesliga International announced a three-season rights partnership in Canada with streaming heavyweight DAZN.
This marks the first time DAZN will cover the German league in Canada, and the deal represents a significant achievement for the broadcaster in terms of its top-tier soccer coverage in that market. The agreement includes the coverage of matches in both English and French and also involves local broadcast sponsorship and advertising rights.
The 2023-24 Bundesliga gets underway on August 18.
Image: Adam Pretty/Getty Images
