Bundesliga International welcomes Minute Media as official content partner for North American audience

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Bundesliga International has announced that they will be collaborating with leading digital content specialists Minute Media to provide more German football based content to fans throughout North America.

The partnership kicks off as two of Minute Media’s most prominent titles – The Players’ Tribune and 90min – followed Borussia Dortmund as they head to San Diego, Las Vegas and Chicago as part of the team’s US tour.

In addition to behind-the-scenes content from the tour on 90min, the collaboration will include in-depth features with select athletes from the Bundesliga, which will live on The Players’ Tribune platform.

This is a fantastic marketing move by the Bundesliga to expand into a large market that hasn’t been properly utilised in a long time. With stars like Alphonso Davies and Giovanni Reyna, it provides a great opportunity to connect fans to some recognisable names that they would follow.

This decision precedes the huge 2026 FIFA World Cup in North America where the sport will exponentially expand in popularity and the rival European leagues will be just as hungry to market towards that newer engaged audience. Bundesliga International markets the audiovisual media rights to the matches in the licensed leagues on behalf of the DFL for all platforms abroad, as well as the central sponsorship rights, trademark licenses and digital content of the Bundesliga.

This also follows the deal made between Bundesliga International and Khel Now to create local-language content for Indian fans of German football which shows how proactive the league is attempting to be.

Peer Naubert, Bundesliga International Chief Marketing Officer, expressed his excitement for this game-changing move in a league press release.

“From the most exciting moments to the behind-the-scenes stories, football captivates us all in different ways, and our global network of content partners allows us to reach different audiences, delivering more than 2.8b impressions per season through their various platforms,” he said.

“The Bundesliga has an esteemed history of being the destination for young US talent, and that continues with the likes of brothers Paxten (Eintracht Frankfurt) and Brendan Aaronson (1. FC Union Berlin) now calling Germany home. We are excited to tell the stories of these bright young stars, even more so in the US where the FIFA World Cup in 2026 is fast approaching and know that Minute Media is the right partner to support us on that journey.”

Andres Cardenas, Minute Media Chief Marketing Officer, added to Naubert’s sentiment, saying via press release:

“The Bundesliga has long been a well-respected league in the States, and we’re looking forward to increasing editorial coverage for a league with so much history and incredible storylines. We are proud and excited to partner with Bundesliga International to increase viewership of German football in the US through unique athlete-first storytelling on The Players’ Tribune and comprehensive match and team coverage via our global football platform, 90min,” he said.

The Bundesliga has adopted a unique approach when it comes to delivering content, working with broadcasters, content partners and media around the world to ensure they produce the most relevant and relatable for fans of the top two divisions.

Overall, the move to target the large North American market really is a no-brainer for the Bundesliga who are chasing the Premier League in revenue and popularity as they prepare for a wave of new, engaged fans that will arrive with the 2026 FIFA World Cup.

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Coles MiniRoos Program Opens Football Pathway for Children aged 4 to 11 across Australia

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Football Australia’s Coles MiniRoos program is welcoming new participants across the country, offering children aged 4 to 11 a structured and inclusive introduction to football through local clubs and schools.

Now one of Australia’s largest grassroots sporting initiatives, MiniRoos operates across two streams designed to meet children at different stages of their footballing journey. Coles MiniRoos Kick-Off, available to children aged 4 to 11, provides a non-competitive, skills-based entry point for those new to the game, using short game-based sessions of 45 to 60 minutes to build confidence and basic technique. Coles MiniRoos Club Team, open to children aged 5 to 11, moves into small-sided club football- formats of 4v4, 7v7 and 9v9- designed to maximise touches, involvement and opportunity for developing players.

Both programs run for between four and twelve weeks and are delivered by local clubs and schools, keeping participation embedded in the communities where children already live and learn.

The program’s structure reflects a broader shift in how junior sport is being designed. Small-sided formats give younger players more contact with the ball and more meaningful involvement in each session, addressing one of the most common reasons children disengage from team sport early: the experience of spending more time watching than playing.

The timing carries particular significance. With the AFC Women’s Asian Cup currently underway and women’s football participation in Australia at record levels, the pipeline that will sustain that growth over the next decade is being built now, in programs like this one, in communities across the country.

Coles MiniRoos is approved by Football Australia and open to children of all abilities. Registrations are open now through local clubs and schools.

Filopoulos: Football Must Move Beyond Campaigns to Win Fans for Good

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Image Credit: Perth Glory

Global marketing and advisory firm Bastion has strengthened its leadership team with the appointment of Peter Filopoulos as Managing Director, Experience. This decision brings one of Australian football’s most influential administrators into a new phase of the sports business landscape.

Filopoulos, who has held senior roles across Football Australia, Football Victoria and Perth Glory, will lead Bastion’s experiential and partnerships division, applying a football-informed lens to brand engagement.

Drawing on his time in the game, Filopoulos emphasised the importance of cohesion in building meaningful fan connections.

“For me, the biggest lesson is that fans don’t see brand, content and experience as individual silos, they experience it all as one connected ecosystem,” he said.

“At Football Australia, the work resonated most when everything was aligned; the team, the narrative, the partners and the matchday experience all working together to feel cohesive and authentic. That’s when engagement moves beyond interaction and becomes something far more meaningful.”

He added that too many organisations still treat fan engagement as short-term.

“Where a lot of organisations fall short is treating fan engagement as a campaign. It’s not, it’s an always-on system.”

Filopoulos’ move reflects a broader shift within football, where commercial growth is increasingly driven by experience-led strategy.

“At Bastion, we put experience at the centre—because it’s where the brand comes to life, where partners integrate in a way that adds real value and where fans genuinely connect,” he said.

“Our focus is on building platforms that bring fans closer to the brand… Get that right, and you’re creating something people actively want to be part of.”

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