March 22- Bundesliga CEO Christian Seifert may have expressed concerns about the dominance of Bayern Munich in the German league, but that debate has not held back his bullish expectations and strategy for growth of the league, especially internationally.
Speaking at the Leaders Sport Business Summit” in New York he outlined a growth plan based on expansion of “German professional football’s leading role with regard to technology-related and media-related expertise”, as well as selling an all-encompassing solution to the Bundesliga’s media partners.
“The aim in being a leader in innovation and technology is not only to drive forward our own growth but also to think in terms of solutions for the challenges faced by our partners. Our all-embracing approach covers a media company’s entire value-chain – from the design of the licensing packages, via the broadcasting technology, right through to special formats and accompanying marketing measures, spanning across all media channels, said Seifert.
“This is a unique proposition that we want to build upon. Long-term, the only league to enjoy success will be the one offering a high-calibre competition, a distinctive character of its own and top-level media competence, in equal measure.”
The Bundesliga has been investing since 2006 in its subsidiary companies Sportcast (host broadcaster) and DFL Digital Sports (production and distribution of digital content), said Seifert, and has the world’s largest digital football archive. It has embraced new TV technologies including spidercam, Free D 360-degree action-replays, and Hawkeye goal-line technology. Next season it will bring in video assistant referees for all games.
Seifert explained that a new commercial body, Bundesliga International GmbH, will take over commercialisation of the league’s rights and its marketing under the ‘Football as it’s meant to be’ slogan. This company will take over the current DFL Sports Enterprises operations.
As part of its international expansion the Bundesliga will open overseas offices. Seifert also pointed to the establishment of Sportec Solutions GmbH – a joint-venture that brings together Bundesliga subsidiary Sportcast and data-services provider, Deltatre – as an important building-block in the Bundesliga’s growing international product offering.
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