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

Bundesliga International & Minute Media

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.

German football ends 70 years with Adidas for Nike deal

The German Football Association (DFB) has inked a mega eight-year deal with American sportswear giant Nike and move on from incredible 70-year partnership with Adidas.

The deal commences in 2027 after the next World Cup and runs to the end of 2034 with the company securing kit rights for at least two World Cup campaigns.

Nike were able to blow away Adidas’ offer and the deal was one they simply couldn’t refuse. It is reportedly worth AU$169.3 million a year, exactly double the amount Adidas currently gives the DFB which is $84.6 million.

Adidas has been a DFB partner since the 1950s and has been synonymous with the success of Germany’s men’s and women’s national teams, who have supported the company’s logo during 14 World Cup and European Championship triumphs.

This deal has caused huge public backlash from German fans and politicians who believe it goes against the traditions and history of the sport.

However, the DFB has defended its decision to drop Adidas as Nike made the better financial offer which would help the federation fund the future of German football as it would be invested into the grassroots game.

DFB President Bernd Neuendorf explained the controversial decision and gives his well wishes to Adidas.

“We understand every emotion. It’s also a drastic event for us as an association when it becomes clear that a partnership that was and is characterised by many special moments is coming to an end after more than 70 years. That doesn’t leave us cold,” Neuendorf said in a statement.

“The DFB has to make economic decisions against this background. Nike made by far the best financial offer in the transparent and non-discriminatory tender process.

“The federation will do everything we can to achieve shared success with our long-standing and current partner Adidas, to whom German soccer has owed a lot for more than seven decades.”

It is a huge loss for Adidas’ legacy, losing a long term relationship with the country’s biggest sporting team to its main rival and ultimately showcasing the bargaining power Nike has over the company.

However, the company still has a huge standing in football despite this issue and won’t be too affected by it. At the international level, Adidas has deals with higher-ranked Argentina and Italy and will still supply Germany’s kits at the 2026 World Cup – a tournament which it will also sponsor.

This new deal allows more money to tackle issues in the grassroots game in Germany and help stabilise the system as it looks towards returning to long-term international success.

Football Victoria celebrates establishment between Sydenham Park SC and Calder United SC

A striking partnership has been established between Sydenham Park SC and Calder United SC, with the Western United affiliated club to play 11 home fixtures at Keilor Lodge Reserve.

The Club Changer Club Development Program, an incentive created in 2023 to assist clubs fostering and strengthening inclusive environments for multiple diverse communities within society to participate in football, supports the growth of women’s football, among many other ranges of football within the country.

Last year, all federation members dedicated a strong focus upon women and young females in football as a main element of their Legacy 23 campaign. This enables club development officers across the state to work in conjunction with clubs in order to foster a positive football experience within female football, both on and off the field.

In this facility sharing partnership, Sydenham Park SC vice-president Davis Lisolajski showcased his clubs enthusiasm.

“When we learned that they were without a home venue, it was an obvious choice for us to reach out and assist,” he said via press release.

“Women’s football holds significant importance for us at Sydenham, and we believe this partnership will benefit our young girls and both senior women’s teams. They will witness professionalism first-hand during match days.”

Calder United SC President Amanda Stella expressed excitement towards developing a sustained and effective partnership to spearhead National Premier League Women’s football to Sydenham Park in 2024.

“The support from Sydenham Park President Nick and Vice President David, along with the broader Sydenham Park community, is greatly appreciated, and we eagerly anticipate playing our senior and 20s home games for the 2024 season at Sydenham Park,” she added via media release.

“A special acknowledgment to Football Victoria’s Josephine La Pila for her work with both clubs to achieve an outcome that promotes collaboration among football clubs for the betterment of our beloved sport.”

Football Victoria have endorsed the partnership between these two growing clubs within female football across the state.

With Calder United establishing themselves as a competitive club amongst the NPLW competition, the partnership allowing the club between the Western United sister club and Sydenham puts a focus upon both sides allowing their playing and coaching staff to use one of the best pitch surfaces within the north-western district of Melbourne. The use of these highly elite facilities will allow them to have an advantage, perhaps being the difference in furthering themselves away from their competitors.

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