BMW Group is enabling its customers to watch Bundesliga matches in their vehicles for the second year in a row from the beginning of the new season which kicks off on 23 August 2024.
Corresponding contracts have been signed by BMW with German football association DFL. The Bundesliga in-car app, which was piloted last season, is now available again from August 2024 to May 2025.
BMW customers with vehicles equipped with BMW Operating System 8.5 and 9 can watch the Bundesliga footage. This option is available in over half a million vehicles on the road, according to the German automobile company.
The Bundesliga in-car app offers on-demand highlight clips and selected live broadcasts. It was first available for the Super Cup on August 17, the match between Bayer 04 Leverkusen and VfB Stuttgart. The opportunity to follow the content of this year’s Super Cup in an in-car entertainment system was only available for BMW customers.
With the integration of the Bundesliga app, footballs fans in Germany, Austria and Switzerland (DACH) will be able watch a full Bundesliga game with German commentary every two weeks, while three matches with English commentary will be available internationally. In addition, weekly highlight clips will be offered on-demand.
“It is particularly important to us to offer our customers an outstanding digital experience. The close partnership with the DFL and the seamless integration of the app into our vehicles are further important steps in this regard,” said Bernd Körber, Senior Vice President BMW Brand and Product Management.
Dr Roman Schade, DFL Head of Audiovisual Rights DACH, added: “The successful pilot phase showed us that football enthusiasts enjoy watching the Bundesliga also in vehicles. The continuous improvement of the immersive experience through the technological development of in-car entertainment systems and the increased need for appropriate, emotional content confirm that we are meeting the market trend with this pilot project.”
A particular highlight: While Bundesliga matches in most vehicles have to be watched while stationary for safety reasons, 7 Series customers can even enjoy football content on the driver’s seat — in Germany at speeds of up to 60 kilometres per hour, using the BMW Personal Pilot L3. On-demand content can also be played back as an audio stream while driving. The Bundesliga in-car app will continuously be further developed during the upcoming season.
