Optus Sport expands with acquisition of German Cups

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DFB-Pokal
Image provided by Optus Sport

Optus Sport has continued the expansion of its football coverage after securing the exclusive Australian rights to the DFB-Pokal and DFB-Pokal Frauen for the next three seasons.

The DFB-Pokal is Germany’s biggest and most prestigious cup competition, held annually by the German Football Association (DFB) and running from August through to June. 64 teams participate in the German Cup, including all clubs from the Bundesliga.

The likes of Bayern Munich, Borussia Dortmund and RB Leipzig will be available for football fans to watch, bringing with them superstars like Sadio Mane, Thomas Muller, Manuel Neuer, Matthijs de Ligt, Joshua Kimmich, Marco Reus, Jude Bellingham, Christopher Nkunku and Dani Olmo.

Optus Sport has also secured the rights for the Women’s German Cup, DFB-Pokal Frauen, which is the main national women’s football cup competition and includes some of the women’s game’s top sides, led by eight-time defending champs VfL Wolfsburg and nine-time winners Eintracht Frankfurt. The competition was established in its current format in 1991, has 49 teams and runs alongside the men’s competition through to May.

“We know our football fans will be happy with the addition of the DFB-Pokal and DFB-Pokal Frauen, as Optus Sport continues to deliver the world’s best football to our customers,” Optus VP TV, Content and Product Development, Clive Dickens, said in a statement.

Dr. Holger Blask, Managing Director of the DFB GmbH & Co. KG, said via press release:

“We have seen the continued growth of Optus Sport and its world-class approach to streaming top-class football. Germany’s premium Club Cup competitions will definitely be in good hands and Optus Sport will reliably provide Australia’s fans of German football with the best live matches, in-depth analysis and insightful support programs around the DFB Cup.

“We are very excited about this multi-year agreement covering both the men’s and women’s competitions, a fact we are particularly proud of and one that will take the DFB Cup to a new level in Australia.”

Optus Sport has recently added LaLiga from this season and holds the Australian rights to the FIFA Women’s World Cup 2023, the J.League and UEFA National football including the UEFA Nations League, all UEFA EURO 2024 qualifiers, all UEFA European qualifiers for the 2026 FIFA World Cup, plus a range of international friendlies, all available to Optus Sport subscribers.

The DFB-Pokal Frauen gets underway first on Optus Sport, with Ingolstadt taking on Bayern Munich on Wednesday (September 13 AEST) morning. This will come off the back of a massive weekend of women’s football as the FA Women’s Super League 2022/23 season commences on Saturday September 10.

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A-League Reaches Historic Goal Milestone as Viewership Surges

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A-League reach scoring and viewership record
Image Credit: IOIO IMAGES / Shutterstock.com

Just this week the Isuzu UTE A-League has announced it has reached the 500-goal mark in record time this season in line with another recent report of another increase of viewership for the a-league.

Highlighting an exciting period of growth for the competition both on and off the pitch.

Western Sydney Wanderers defender Alex Gersbach’s strike against Western United on Sunday became the 500th goal of the 2024-25 campaign.

The milestone was achieved after just 150 matches, making it the fastest the league has ever reached this tally, surpassing last season’s record of 152 matches.

The current season’s goal-scoring rate dramatically outpaces historical comparisons.

During the 2000-01 National Soccer League season, it took 159 games to reach 150 goals, while the 1996-97 campaign required 161 matches. The 2022-23 season needed 163 games to hit similar numbers.

This scoring record was presented the same time as the encouraging news on the viewership front.

The A-Leagues reporting an 11% increase to last season in total viewership audience for 10+ and 10 Play according to recent data shared by the competition.

The league viewership currently sits at 3.96 million nationally and is expected to hit 4 million people at the end of the season.

This is a record increase of viewership and shows the popularity of the sport in a very saturated sporting market.

The twin developments of record-setting goal production and increased viewership point to a positive trajectory for Australian football and its ability to be an enjoyable an action-packed season for audiences.

The growth of the viewership should be built upon in coming seasons and proves that the league is continuing to grow traction.

One must point out if there is a connection between the number of goals and the rise in viewership.

The spread of goals however points towards not a league with huge differing quality of teams.

Another point to highlight, is that viewership is high is also being backed up by the active support at the grounds.

Big matches such as the Sydney Derby has brought in huge numbers, however, it will be at the end of the season if we see an all -round rise in ground attendance.

With this year also capping of the largest increase in transfer revenue and playing minutes for under 23 players.

These results points towards a wealth of quality players who can excite the league and develop its quality.

Also, with this comes the opportunity for increased transfer opportunities, revenue streams and sponsorship deals.

The potential for this league and its increasing popularity is something that needs to be supported and developed in the coming seasons.

AS Monaco Signs Five-Year Deal with Mizuno for 2025/26 Season

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Image Credit: AS Monaco website

AS Monaco has entered a new five-year partnership with Mizuno, a Japanese sportswear manufacturer, that will become the club’s official technical equipment partner across all teams beginning 1 July 2025.

The agreement marks Mizuno’s first entry into Ligue 1 as a technical sponsor, continuing its strategic push into European football markets, where it already has a presence in Germany’s Bundesliga and Italy’s Serie A.

Comprehensive Supply and Distribution for AS Monaco and Mizuno

As part of the deal, Mizuno will supply match kits, training gear, and off-field apparel for all levels of the club. The partnership will also see the launch of premium merchandise lines, including lifestyle pieces and exclusive collections that combine Mizuno’s design philosophy with AS Monaco’s visual identity.

The collections will be available through Mizuno’s global retail network, helping the club connect with its growing international fan base, now exceeding 26 million social media followers.

For Mizuno, this partnership reinforces its long-term aim to re-establish its football brand presence across Europe by collaborating with historic, performance-focused clubs. The AS Monaco deal expands its footprint in France and strengthens its presence across multiple leagues.

Executive Insights: Looking Ahead to the 2025/26 Season

Mizuno EMEA Head of Sports, Mark Kaiway, highlighted the importance of the collaboration for brand growth and long-term positioning.

“We are thrilled and deeply honoured to announce our partnership with AS Monaco. At Mizuno, we are committed to delivering high-performance gear that empowers athletes to reach their full potential,” he said via press release.

“This collaboration represents a shared passion for excellence and we look forward to supporting AS Monaco as they continue to inspire fans around the world.”

AS Monaco CEO, Thiago Scuro, referred to the agreement as a key step in the club’s commercial development.

“We are proud of this future collaboration with Mizuno, an extremely innovative and creative brand with a unique history in football,” he said via press release.

“This partnership marks a new stage in the development of AS Monaco, and we are convinced that Mizuno will be able to support our aspirations and ambition.”

Both executives emphasised the partnership’s potential to extend beyond kit supply, exploring co-branded storytelling, fan engagement, and long-term retail initiatives.

Mizuno will begin supplying match and training kits to AS Monaco for the 2025/26 season, with the official unveiling of the new designs scheduled for the summer of 2025.

This collaboration includes support for the club’s academy system and association-level teams, reflecting a full-service technical sponsorship.

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