DFL and EA Sports continue to delight Bundesliga fans

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Image credit: Vitalii Vitleo via Shutterstock

The German Football League (DFL) renewed its partnership with sports game manufacturer EA Sports, in a deal labelled by officials to be of ‘high strategic importance’.

It guarantees that clubs from Germany’s top two tiers will feature in EA Sports’ football video-game, EA Sports FC, until 2027.

In addition, EA Sports will continue to sponsor the ‘Player of the Month’ and ‘Player of the Season’ awards for the Bundesliga and Bundesliga 2.

A relationship that stems back to 1998, the DFL and EA Sports share an important history built on innovation within the gaming world.

In 2012, the DFL pioneered the world’s first eFootball competition, Virtual Bundesliga (VBL), helped greatly by its relationship with EA Sports. The VBL remains a strong part of the DFL’s vision, resulting in the professionalisation of the competition.

An arm of video-game publishing organisation Electronic Arts, EA Sports is in the midst of a new era in football gaming, after failing to agree a deal with its long-time naming rights partner, FIFA.

However, the game’s universal popularity since its inception in 1993 gives it one of the highest return customer rates in video gaming history.

EA Sports’ first iteration of the game since removing the FIFA branding – EA Sports FC 24 – is the highest-selling video game in the UK and Europe, and ranks 10th in the United States (from Statista).

This global demand is exactly what the DFL is eager to capitalise on, according to Bundesliga International Chief Marketing Officer Peter Naubert.

“The contract renewal confirms the positive development of our global licensing and sponsorship partnerships and underscores the global appeal of the Bundesliga brand as well as the significant growth that the DFL generates for clubs,” Naubert stated via press release.

The gaming industry remains a lucrative space for football organisations to increase its marketability and generate greater revenue. Late last year, the Argentina Football Association partnered with a gaming software company to increase its marketing presence in Europe.

DFL joint-CEO Marc Lenz explained that the extension of its deal with EA Sports is crucial to its marketing strategy.

“Our core aim is to reach young fans and find new ways to spark their interest in the Bundesliga and Bundesliga 2,” Lenz told the DFL website.

“EA SPORTS FC is a successful part of this strategy, because the licensing partnership and the Virtual Bundesliga increase the visibility of our leagues and clubs.”

Lenz’s partner Steffen Merkel spoke about the relationship between the DFL and EA Sports.

“EA SPORTS FC deepens the connection between millions of fans and their favourite players and clubs from the Bundesliga and Bundesliga 2, which are an important part of the video game series,” Merkel added via media release.

“The partnership has existed since 1998 and underscores the shared conviction behind the cooperation, which is characterised by constant and successful evolution.”

Meanwhile, the inclusion of Germany’s top two professional leagues in EA Sports FC will assist EA Sports’ future plans for football gaming.

“Bundesliga and Bundesliga 2 are key to building an innovative and evolving football platform for fans, and we’re thrilled that the DFL shares our vision for the future of football,” EA Sports President, Cam Weber, added via the DFL website.

By continuing its relationship with EA Sports, the DFL demonstrates its commitment to a sustainable and profitable future for its competitions.

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Bundesliga secures $7.39bn domestic broadcast deal

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Image credit: Bundesliga

The German Football League (DFL) has secured new domestic broadcast contracts for the Bundesliga worth $7.39 billion over four seasons.

The deal, which will run from the 2025/26 to 2028/29 campaigns, represents a modest 2% increase from the current rights package valued at $1.82 billion per season.

This development positions the Bundesliga as the second-highest earner in domestic media rights among football leagues, trailing only the Premier League.

Key Broadcasters and Packages

The DFL confirmed that pay-TV network Sky and streaming platform DAZN will remain the league’s primary broadcast partners:

  • Sky will air the majority of live matches, including Friday evening, Saturday fixtures, and relegation play-offs. It will also maintain exclusive coverage of 2. Bundesliga matches.
  • DAZN secured rights to the fan-favourite ‘Konferenz’ whip-around show and will broadcast Sunday matches. The deal also extends to the DACH region (Germany, Austria, Switzerland).

Free-to-air access is bolstered by:

  • Sat.1, which will broadcast key games such as season openers, relegation play-offs, and the German Super Cup.
  • ARD, ZDF, and Sport1, offering highlight rights.
  • RTL, airing Saturday evening 2. Bundesliga matches and highlight packages.
  • Axel Springer, managing short highlight clips for digital platforms.

DFL’s statement

DFL co-chief executive Steffen Merkel spoke on the incredible record-breaking TV deal that will advance German football.

“The result of the tender underlines the unbroken popularity of German professional football, despite economically challenging times,” Merkel said in a statement.

“Trust and unity within the league association have paid off. At the end of an intensive process, a very good and comprehensively secured financial result has now been achieved.

“The clubs now have planning security at a high financial level for another four years. For the fans, our future partners in both the pay and free-to-air markets will provide a high degree of consistency.”

DFL co-chief executive Marc Lenz shared the same positive sentiment about the new deal.

“The financial security achieved with this result is a key foundation for the positive development of the Bundesliga and Bundesliga 2. From this position of strength, we must tackle the economic, sporting and political challenges – and continue to develop our leagues together with the 36 clubs and make them fit for the future,” he said in a statement.

Market Context and Challenges

The increase in Bundesliga’s media rights revenue contrasts with declines experienced by other major European leagues like Serie A and Ligue 1.

The DFL’s ability to keep Sky and DAZN involved despite legal challenges reflects the league’s strong negotiation position. While DAZN received fewer live matches, its acquisition of the ‘Konferenz’ show could drive subscriber growth.

Future Outlook

The deal provides financial stability for Bundesliga clubs, giving them an advantage over many European rivals. Moving forward, the DFL will focus on expanding its international rights income, with the U.S. deal set to expire in 2026.

The Bundesliga’s mix of traditional TV, streaming, and free-to-air options ensures fans remain well-served, setting the stage for sustainable growth and global outreach.

QLD Government Joins Brisbane Roar and Football Queensland’s Community Program

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Image credit: Brisbane Roar

Brisbane Roar, Football Queensland (FQ), and the Queensland Government (QLD) have partnered to give more young people the chance to play football in the sunshine state.

Under the ‘Active! Queensland’ initiative, the QLD Government will provide a grant to Brisbane Roar’s not-for-profit organisation Roar Recreation and Welfare Limited, extending the Football Queensland and Roar Football in the Community Program.

The funding aims to empower more children to get involved in sport and increase the number of active footballers.

Over 10,000 junior participants are estimated to take part in a range of different activities in the program across 2025.

Brisbane Roar will be responsible for organising over 270 clinics through the scheme, these will include school holiday clinics, community and school programs, training and education, plus game day activities.

Minister for Sport, Tim Mander, outlined the importance of the partnership for Queenslander children.

“To have a healthy community, it is essential that we have an active community,” he said in a press release.

“The physical, social and psychological rewards of sport are enormous, and football plays an important role in seeing these benefits reach young Queenslanders.

“Which is why we are proud to partner with Brisbane Roar to help more local kids enjoy the game, and hopefully set them on a path to years of involvement in sport and active recreation.”

Brisbane Roar Chairman and CEO, Kaz Patafta, expressed his appreciation for the extensive partnership.

“From our ongoing consultation with the Queensland Government, we are beyond grateful to be receiving this support to grow our community programs in collaboration with Football Queensland,” he said via press release.

“With this new funding, Brisbane Roar together with Football Queensland is set to provide more opportunities for local Queensland kids to engage in football, aiming to expand the sport’s reach and impact across the region.

“We’re delighted to be able to provide more opportunities to local Queensland kids to play football as we endeavour to continue growing the game across Queensland.”

The partnership kicked off last Thursday at Suncorp stadium.

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