Belgian telecoms and media company, Telenet, has reclaimed exclusive domestic rights to German soccer’s top-flight Bundesliga matches for the next four seasons. The long-term agreement covers the 2025-26 to 2028-29 seasons and also includes rights to the second-tier Bundesliga 2.
The deal marks a return of the Bundesliga broadcast rights to Telenet after it previously held them up until 2018. Since then, pay-TV broadcaster Eleven Sports had been showing the Bundesliga in Belgium, with its latest contract set to expire at the end of this season.
Telenet will showcase games across its Play Sports channels and platforms as part of a deal concluded with league’s international arm, Bundesliga International.
Belgian players in focus
The top German league features several Belgian players who have made significant contributions on-field. Among them is RB Leipzig's Lois Openda who has been among the top scorers since he joined in 2023. Former Belgium national team star Vincent Kompany also won his first season as head coach of giants Bayern Munich this year.
In addition to live matches, Telenet plans on hosting regular studio shows dedicated to Bundesligas along with additional shoulder programming. This move aims at providing comprehensive coverage and insights into each game for sports fans.
Peer Naubert, Chief marketing officer of Bundesliga International, said:
“Telenet made “a convincing case through the quality of their production and studio coverage, as well as their premium rights portfolio. The demand for Bundesliga has gone far beyond the traditional TV viewer. Fans are watching on the go – the way they want, when they want it.
“That’s why Telenet, one of Belgium’s biggest telecommunications providers, is the perfect partner for the Bundesliga. With our mix of top Belgian players, not to mention a title-winning coach in Vincent Kompany, we are delighted to be using Telenet’s innovative approach to reach football fans throughout Belgium.”
Beyond football
Outside soccer broadcasting rights, Telenet recently renewed its deal for showcasing motor racing’s elite Formula One series through till 2027. This highlights their commitment towards catering diverse sporting interests within their audience base.
Telenet is a wholly-owned subsidiary of Liberty Global, a major US media group that shares its chair, John Malone, with Liberty Media. The latter was spun off from Liberty Global and trades separately.
The acquisition of Bundesliga rights by Telenet until 2029 promises an exciting time for sports fans in Belgium. With exclusive access to top-tier German soccer matches and additional programming planned around it, viewers can look forward to comprehensive coverage of their favorite sport.
