The German football league, DFL, has announced a significant long-term strategic partnership with global sports and media rights company, Relevent Sports. This partnership aims to expand the Bundesliga's commercial activities in the Americas region.
As part of this multi-faceted agreement spanning 17 years, both parties will establish a dedicated Bundesliga Americas team. This team will comprise experts in content creation, marketing, PR and sales who focus exclusively on top-flight Bundesliga and second-tier Bundesliga 2 matches.
With branches in New York City and Guadalajara (Mexico), the team aims to have greater proximity to local markets and media companies. They plan to produce cross-media content that appeals to fans across North, Central and South America by tailoring material according to regional interests and trends.
Marketing media rights across the Americas
A key aspect of this partnership involves Relevent marketing the media rights for both leagues' matches across the Americas from 2026-27 onwards. This strategy is based on mutual agreement between both parties.
Notably, as its six-year deal with major US sports network ESPN expires at the end of 2025-26 campaign season, these rights will be up for renewal. However, there are already indications that both parties intend to extend their relationship beyond next season.
Peer Naubert, chief marketing officer of Bundesliga International, said:
“The talks with Relevent Sports were characterized by great trust and a passion for German football, as well as a clear vision for the increased presence of the Bundesliga and Bundesliga 2 on the American continents. Given the trajectory of football in general and the Bundesliga in particular, we believe there’s still a lot of untapped potential in the region. With this strategic deal, we want to leverage commercial growth and take the Bundesliga brand to the next level. The office opening in 2018 was the cornerstone – now we want to write the mid and long-term success stories for the Bundesliga in the Americas.”
Since replacing Fox at the start of 2020-21 season as broadcaster for Bundesliga matches in US market , ESPN has been able to offer scale & technological innovation sought by DFL . It shows more than 300 games per season live & on-demand across its platforms in English & Spanish languages. ESPN also broadcasts Bundesliga matches throughout South America except Brazil where league has adopted unique multi-platform broadcast strategy. Relevent’s remit will include sale of rights in Brazil too .
Tailor-made content and sponsorship sales
From the 2024-2025 season, Relevent will support Bundesliga's media and sponsorship sales through a localized approach. This involves creating tailor-made content for various target markets. As part of this joint strategy, DFL retains the authority to decide on the direction as well as final selection of media partners and regional commercial sponsors. The partnership agreement also includes support from Relevent in organizing and marketing club trips to America. The partnership was ratified by Bundesliga International's supervisory board, responsible for international marketing, and DFL Executive Committee. Key figures were presented to all 36 professional clubs at a DFL Members Assembly.
Boris Gartner, Relevent president, said:
“This partnership marks a significant step forward in Relevent’s mission to bring the best of international football to audiences in the Americas and help grow the sport. The long-term nature of this collaboration will allow us to expand the Bundesliga’s presence in the region by leveraging our expertise and networks. We’re eager to create new touchpoints for fans and partners to experience and engage with one of the world’s most historic and celebrated leagues, featuring some of the sport’s most devoted and vibrant supporter bases globally.”
This agreement marks Relevent’s second major tie-up with a top European league after its long-term partnership with Spain’s LaLiga. In recent years, New York City-based Relevent has helped secure two of LaLiga's biggest international broadcast deals in US & Mexico. Relevent has built internationalization strategies for several other major entities in global soccer including UEFA, Premier League & English Football League .
Bundesliga has a long history with Americas having seen more players from US play in Germany than any other European top league . Current Bundesliga players from region include Canada’s Alphonso Davies (FC Bayern), USA’s Gio Reyna (Borussia Dortmund) & Kevin Paredes (Wolfsburg), Ecuador’s Piero Hincapie (Bayer Leverkusen). This strategic partnership between Bundesliga and Relevent Sports is set to significantly boost the German soccer league's presence across the Americas region over coming years.
