Eleven Sports, the international subscription broadcaster, has announced a long-term deal to reclaim rights to German soccer’s Bundesliga matches in Poland from the 2025-26 season. The agreement comes as Viaplay, the current rightsholder, faces financial difficulties and plans to exit the Polish market next year.
Under a four-year agreement, Eleven will have exclusive rights to broadcast all top-flight Bundesliga and second-tier Bundesliga 2 matches through the end of the 2028-29 campaign. This comprehensive rights package also includes Supercup and relegation play-off games, access to shoulder programming and promotional content across linear, digital, and social media platforms
Eleven will begin broadcasting selected matches from January 2025 on a non-exclusive basis alongside Viaplay. However, it will take over exclusively from Viaplay at the start of the 2025-26 campaign.
The end of an era for Viaplay
Viaplay's original deal with Bundesliga International was set to run until 2029. However due to severe financial difficulties since mid-2023 which led them exiting several markets including UK, US and Canada; they decided concentrate on their key territories - Nordic countries and Netherlands. As such they are relinquishing their rights after upcoming season (2024-25) marking their exit from Polish market by mid-2025.
Peer Naubert, Bundesliga International chief marketing officer, said:
“Building on our former collaboration with Eleven Sports underscores our dedication to re-establishing a successful partnership, including that of our passionate fanbase, which extends beyond Germany to reach fans across Europe and around the globe. To date, 117 Polish footballers have been signed in the Bundesliga, more than in all other European top leagues combined.
“Interest in the Bundesliga surged in 2023 as well, growing its fanbase in Poland by an additional 10% compared to the previous year. We're thrilled to witness the Bundesliga's continued growth and success in this pivotal market.”
This isn't Eleven's first stint with Bundesliga in Poland; they previously held these rights under a four-year arrangement between seasons of 2017-18 through till 2020-21.
As part of this new agreement:
- Several games each matchday will be available on its linear channel
- Offering both leagues on its own OTT platform
- Collaboration with Bundesliga for potential friendly matches & on-ground activities
Bundesliga's popularity in Poland
The Bundesliga has a significant following in Poland, largely due to the presence of several national team stars over the years, including Poland captain Robert Lewandowski. Other Polish internationals currently competing in the Bundesliga include Werder Bremen’s Dawid Kownacki, Wolfsburg’s Jakub Kamiński, and Augsburg’s Robert Gumny.
Despite this positive development with Eleven Sports, the league is facing difficulties selling its next set of domestic media rights. DAZN, one of the league's two incumbent domestic rightsholders alongside Sky Deutschland, threatened legal action against DFL German soccer body last month after missing out on main package of rights to top-flight Bundesliga.
Eleven's soccer portfolio in Poland also includes Spain's LaLiga through 2025-26 season and Spanish Super Cup until 2025. In 2022 DAZN acquired Eleven's sports media businesses but post-acquisition Eleven Sports brand continues to exist as a linear channel in Portugal, Benelux (Belgium-Netherlands-Luxembourg), Poland and Taiwan.
