Bundesliga International, the overseas arm of German soccer's top-tier Bundesliga and second-tier 2. Bundesliga, has announced the extension and expansion of its long-term partnership with sports technology firm Sportradar.
The renewed partnership has renewed Sportradar’s position as the official international betting and streaming rights provider for the two leagues, initially set to expire at the end of the 2025-26 Bundesliga season, through to the end of the 2031-32 season.
This will take the partnership past its 25th year, with Sportradar having first partnered with the Bundesliga in 2005.
Through the expanded tie-up, Sportradar now also has the rights to sublicense Bundesliga content to its global set of sportsbook clients, and can also exclusively distribute gameday data from Bundesliga matches for use as betting data.
The Bundesliga will collaborate with Sportradar, as well as other stakeholders, for a collective approach to the use of media data from the start of the 2025-26 season.
Sportradar’s expanded presence in the Bundesliga’s media landscape will also extend to its esports competition, the WOW Virtual Bundesliga, to which Sportradar will hold streaming and betting rights.
Further still on the virtual space, the Virtual Sport Bundesliga igaming experience will continue to be enhanced in quality and scope through the continued partnership.
Bundesliga International chief marketing officer Peer Naubert stated of the renewal: “The Bundesliga has long been regarded globally as a frontrunner when it comes to cutting-edge innovation, and our long-term partnership with Sportradar continues to reflect this.”
Moritz Gloeckler, Sportradar senior vice president of rights and strategic projects, added: “This agreement aligns with our broader strategy to selectively invest in long-term rights across key global sports which enable the continued innovation and enhancement of our offerings for our clients. We look forward to many years of partnering with the Bundesliga to redefine the soccer fan experience.”
The renewal of the agreement over two years ahead of its expiration date shows faith from the Bundesliga in Sportradar. The extension through 2025-26 was agreed in December 2021.
