German football's premier league, the Bundesliga, has announced an extensive new media rights mix in the Brazilian market. This comes after securing new partnerships with several different broadcasters in the country.
The broadcaster has extended agreements with prominent broadcaster Globo’s SporTV service, streamer Casemiro Miguel’s CazeTV streaming channel, YouTube channel Canal Goat, and commercial network Xsports. These renewed deals will commence from the 2026-27 campaign onwards. The Bundesliga has also hinted at more broadcast coverage yet to be announced.
The Bundesliga claims that it is the most-watched European football competition in Brazil. In 2024 alone, it boasted a fan base of 24 million Brazilians. Over time numerous notable Brazilian players have graced the league including legends such as Lucio, Ze Roberto, Ailton Grafite and Dante. This season features RB Leipzig striker Romulo and Borussia Dortmund’s Brazil national team full-back Yan Couto among eight Brazilians currently playing in this division.
Strengthening position through strategic deals
Currently seven different broadcasters air Bundesliga matches in Brazil including networks RedeTV!, TV Cultura along with OneFootball service which serves as its official distribution platform partner within this country.
Robin Austermann, Bundesliga Americas executive vice president, said:
“Working with multiple broadcast partners across pay TV, free TV and digital is the winning combination for the Bundesliga in Brazil. This model has paid major dividends across all metrics, from viewership to engagement in showcasing football as it’s meant to be to millions of Brazilians. We couldn't be happier to continue our relationship with so many dedicated and committed broadcast partners and are excited for what comes next.”
In recent months there has been an emphasis on using outlets like CazeTV to target younger demographics. OneFootball collaborated with fellow rightsholder CazeTV to host content channels on the platform, demonstrating the importance of such partnerships.
The Bundesliga has also been keen to leverage technology in its international expansion efforts. It recently highlighted its partnership with Amazon Web Services (AWS) as a key factor contributing to growth in the Brazilian market over recent years. This strategic use of technology underscores Bundesliga's commitment to expanding its global footprint while enhancing viewer experience.
