German top-tier Bundesliga has extended its partnership with international sports and media agency IMG. The renewed agreement will see IMG continue as the official international licensee of archive content from the main Bundesliga competitions.
The partnership between Bundesliga and IMG began in 2019, was renewed in 2023, and is set to continue on new multi-year terms. This extension builds upon a long-standing relationship between the agency giant and the top-flight competition spanning a range of services.
IMG has been instrumental in distributing footage from various competitions including:
- The Bundesliga
- The second-tier 2.Bundesliga
- The season-opening DFL Super Cup
This distribution covers all global markets outside of the DACH region (Germany, Switzerland, Austria, Liechtenstein, Luxembourg).
Extensive archive
The content provided by this agreement encompasses around 250,000 hours of footage from the DFL Media Hub. This extensive archive spans all the way back to the competition’s inaugural 1963-64 campaign.
Each season sees an addition of more than 12,000 hours of video material to this hub via DFL’s Sportcast subsidiary. This provides an ever-growing resource for sports fans and betting enthusiasts alike.
IMG senior director for archive Bill Hawes, said:
“With over 60 years of football history, the Bundesliga archive remains one of the most valuable and engaging sports archives for storytellers and content creators globally. We are proud to extend our partnership with Bundesliga Media and continue bringing iconic moments from German football to audiences around the world.”
IMG's role extends beyond mere distribution; they also support global media companies, brands, and partners to sub-license that content.
Wealth of sports content
IMG’s archive division hosts content from a range of high-profile sports properties. These include:
- English Premier League
- Women's NWSL
- World Rugby governing body
- Golf's The Open tournament
- DP World Tour
- Tennis’ iconic Wimbledon major
- Combat sports heavyweight UFC
- Professional wrestling promotion WWE
This wealth of diverse sporting events makes it a one-stop-shop for fans across different sporting disciplines. The renewed partnership between Bundesliga and IMG promises to continue providing sports fans and betting enthusiasts with a rich archive of content. This agreement not only strengthens the relationship between these two entities but also enhances the global reach of Bundesliga matches.
