Bundesliga International has agreed to a three-year deal with Sony Pictures Networks India (SPN) for the exclusive media rights to broadcast Bundesliga matches in India and the subcontinent, which includes Bangladesh, Bhutan, Nepal, Pakistan, Sri Lanka, Afghanistan, and the Maldives.
Indian football fans can continue to catch live action from the Bundesliga on Sony Sports Network and their on-demand OTT platform, SonyLIV.
The agreement, which continues through the end of the 2025-26 season, assures that SPN will continue to be the primary venue for Bundesliga fans to watch their beloved Bundesliga clubs. To better engage football fans in India, the Bundesliga is also launching “Goal Arena – the Bundesliga Konferenz,” a special stream that will allow viewers to see the greatest action from the five matches going place at the same time on a Saturday evening for the first time.
Bundesliga International Chief Marketing Officer, Peer Naubert expressed the importance of this deal via press release:
“Building long-term relationships with market leaders like Sony is key to our strategy as we seek to cement our position as the fastest growing league. The success of this model is clear when we see that our live audience numbers have doubled in the last two seasons, and ensuring our fans feel connected, no matter where they are in the world, is extremely important to us,” he said.
“The Bundesliga is often considered the home of Asian talent, having fielded more Asian players in the last 20 years than the other top four European leagues combined. We value this position and, working alongside Sony, hope to inspire the next generation of Indian football talent.”
The Bundesliga has grown on the international stage and continues to gain popularity in the Asian market.
Rajesh Kaul, Chief Revenue Officer – Distribution & International Business and Head – Sports Business SPN, added via press release:
“We are pleased to extend our partnership with Bundesliga International for three more years. We have seen significant growth in viewership since we started broadcasting the Bundesliga on our network. The stature of the league, the legacy of the clubs and the players, and the favourable broadcast timing in conjunction with our marketing and programming efforts will further help grow the following of Bundesliga in India.”
As part of its ongoing commitment to strengthening and developing football talent in India, the DFL Deutsche Fußball Liga and Bundesliga clubs have already established a number of partnerships in the region, such as a Memorandum of Understanding with the Indian Super League (ISL).
