Bundesliga International has signed a three-year partnership with MBC Group that will see the German football games broadcast across the Middle East and North Africa, marking the first time a European league has been shown on the major media group’s channels.
The agreement, which takes effect immediately, will allow fans across the region to watch multiple Bundesliga matches free-to-air every matchday. Three games per week will be broadcast on MBC Action, while the opening fixture of the season – Friday’s clash between defending champions FC Bayern München and RB Leipzig – will be shown on the flagship channel MBC1. All matches will also be available via Shahid, described as the world’s leading Arabic streaming platform.
“We are proud to work with the region’s leading player, and one that is committed to bringing the Bundesliga closer than ever before to millions of football fans,” said Peer Naubert, CEO of Bundesliga International.
“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. Our partnership is built on a 360-degree, localised approach that ensures 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.”
MBC Group, the largest media conglomerate in the Arab world, said the deal goes beyond broadcasting rights. Mike Sneesby, CEO of MBC Group, commented: “We are proud to partner with the Bundesliga, bringing the next three seasons of the German Premier League to the MENA region exclusively across MBC broadcast and streaming platforms.
“Our partnership will extend beyond broadcasting rights to also include marketing and promotion, as well as exchanging comprehensive technical expertise, and much more. This new agreement is part of our strategic objective to bring the best international sports to millions of fans across the Arab world and the entire region and will allow them to enjoy all the magic of German football.”
