German top-flight Bundesliga has taken a significant step towards expanding its multi-platform broadcast strategy to Canada. The league has sold a package of rights to online content creators through a deal with the Creator Sports Network (CSN). This move is part of an effort to engage sports fans and sports betting fans in innovative ways.
The agreement, made with the Bundesliga Americas arm, will see the league and CSN collaborate with creators to livestream select matches for the remainder of the 2025-26 season. Creators such as ZwebackHD, Box2Box, and Bugs will host simultaneous live streams of select matches in Canada.
The partnership began with simultaneous streams of the February 21 clash between RB Leipzig and Borussia Dortmund. Box2Box broadcasted on YouTube while Bugs took over Twitch. This new arrangement complements existing broadcast partnerships in Canada with streaming platforms DAZN and OneSoccer.
Upcoming matches & cross-promotion
Upcoming matches include Bayer Leverkusen vs. Bayern Munich on Saturday (March 14), which will be broadcast by Box2Box on YouTube and ZwebackHD on Twitch. The creators will also cross-promote other league’s slate of matches available on DAZN and OneSoccer. Bundesliga Americas has previously partnered with ZwebackHD for content related to events like NFL Munich game 2024 or Bayern's 125th anniversary celebration in March 2025.
Robin Austermann, Bundesliga Americas executive vice president, said:
“To win the next generation of fans, the Bundesliga must be versatile, meeting supporters where they are to ensure German football continues to grow internationally.
“Especially for the game’s younger audiences, it’s imperative we look beyond conventional linear or even OTT platforms as exclusive broadcast partners. We’ve already seen huge success working with creators and streamers in other markets such as the UK, Brazil, and Vietnam. Partnering with Creator Sports Network to identify top creators unlocks new doors for the Bundesliga as we continue to grow throughout North America.”
Since the start of the 2025-26 season, Bundesliga has shown select Friday night games in UK via prominent soccer content creators such as The Overlap featuring former English Premier League stars Gary Neville, Roy Keane, Ian Wright; That’s Football helmed by fan media personality Mark Goldbridge; and public service broadcaster BBC’s iPlayer OTT service and BBC Sport digital platform. The Bundesliga has seen an 83% increase in its fan base in Canada since the 2018-19 season. Much of this interest is focused on national team captain Alphonso Davies at Bayern.
Expanding reach with FAST channel & partnerships
In December, the Bundesliga launched its first Free Ad-Supported Streaming TV (FAST) channel in the UK and Ireland to widen its offering. In Brazil, the league's multi-faceted broadcast network includes CazeTV run by YouTuber Casemiro Miguel, and media heavyweight Globo. This approach has led to Bundesliga becoming the most-watched European soccer league in South America for three consecutive seasons. DAZN has been a broadcast partner of Bundesliga Americas since 2023, showing matches throughout Canada. The partnership was extended for another two years through the 2027-28 season last August.
Bundesliga Americas was launched through a long-term strategic partnership between DFL and Relevent Sports to expand commercial activities in the Americas region from September 2024 onwards. A key aspect of this tie-up will see Relevent market media rights to Bundesliga matches across Americas from start of 2026-27 season over several rights cycles based on a mutually agreed strategy.
Notably, as its six-year deal with major US sports network ESPN expires at end of 2025-26 campaign, league’s rights in US are up for renewal. Last month, Bundesliga Americas agreed on a new multi-year broadcast deal with Fox Corp covering Mexico and Central America for seasons from 2026-27 to 2030-31.
