In a significant development in the sports broadcasting landscape, MBC Group, the Saudi-owned free-to-air broadcaster, has secured last-minute Middle East and North Africa (MENA) rights for Bundesliga matches. This move comes as part of Bundesliga's ongoing efforts to expand its global footprint ahead of the 2025-26 season.
The three-year agreement ensures comprehensive coverage of all matches on the streaming platform Shahid. Additionally, three matches per week will be broadcast on the Free-To-Air (FTA) channel, MBC Action. The deal kicked off with the opening match between reigning champions Bayern Munich and RB Leipzig being aired on MBC1 channel - the broadcaster’s flagship station.
Joint marketing strategy
The new partnership also includes a joint marketing strategy aimed at promoting Bundesliga in the region. This collaboration is expected to leverage MBC's phenomenal reach and position as a media and entertainment superpower to deliver top-tier German league soccer day-in and day-out.
Bundesliga International chief executive, Peer Naubert, said:
“As one of the fastest growing regions for football fandom, and in particular within the female demographic, the Middle East and North Africa is central to our global growth strategy, and our partnership is built on a 360-degree, localised approach that will ensure we are telling the stories that matter in a relevant and engaging way.
“From the world-class product on the field, to our unique and unrivalled clubs and fans, MBC’s phenomenal reach and position as a media and entertainment superpower will ensure that together we deliver the best of the Bundesliga day-in and day-out.”
Transition from BeIN Sports
This latest development marks a shift from previous years when major pay-TV broadcaster BeIN Sports held exclusive rights for broadcasting Bundesliga in MENA region from 2022-23 through 2024-25. The transition follows after a two-year absence of top-tier German league football in this region.
With this new deal between MBC Group and Bundesliga, sports fans across Middle East & North Africa can look forward to enjoying their favorite sport right at their fingertips via streaming service Shahid or through FTA channel MBC Action.
Overall, this strategic partnership not only enhances access to high-quality sports content for fans in the MENA region but also provides a significant boost to Bundesliga's global expansion efforts.
