German football association DFL has reinforced its international footprint by securing new media rights agreements for the Bundesliga across nine Eastern European countries.
The deals, brokered by Bundesliga International in collaboration with sports rights agency Infront, ensures coverage of the Bundesliga and Bundesliga 2 from the start of the 2025-26 season until the conclusion of the 2028-29 campaign.
The newly secured deals will see matches broadcast in Lithuania, Latvia and Estonia via Setanta, while Tring will provide coverage in Albania and Kosovo (exclusively in the Albanian language). Nova Sport has acquired the rights for the Czech Republic and Slovakia, Digi will serve audiences in Romania and Okko has secured the rights in Russia.
Peer Naubert, Managing Director and Chief Marketing Officer of Bundesliga International, underscored the league’s enduring global appeal: “The Bundesliga remains one of the most popular leagues in the world, and that is reflected in the strength of our media rights sales. Working alongside Infront, we have secured a number of new broadcasters while in some cases building on long-standing agreements with established market leaders.”
Amikam Kranz, Senior Vice President Media, Betting and Technology at Infront, added: “Our collaboration with the DFL began only a short time ago, so these broadcast agreements are a testament to the value and trust this collaboration has created in a short space of time. German club football continues to attract audiences globally, and these agreements indicate that, despite a challenging and competitive market, we have the right network to transform that popularity into broadcast revenue for rightsholders.”
Since the onset of Russia’s war on Ukraine, DFL has donated all proceeds from its Russian media rights deals to humanitarian aid efforts. The association has confirmed that this practice will continue for the duration of the conflict, as determined by its Executive Committee.
