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.
