Bundesliga continues building in India with Sony Pictures TV rights deal

August 3 – Germany’s Bundesliga have extended their broadcast rights deal with Sony Pictures Networks India for a further three-years in India and the subcontinent.

The exclusive deal will see all Bundesliga matches aired via the broadcaster’s linear sports channels, and its on-demand OTT platform, SonyLIV.

Countries covered include Bangladesh, Bhutan, Nepal, Pakistan, Sri Lanka, Afghanistan, and the Maldives. Indian football fans can continue to catch live action from the Bundesliga on Sony Sports Network and their on-demand OTT platform, SonyLIV.

The deal, which runs until the end of the 2025-26 season, will see the Bundesliga launch“Goal Arena – the Bundesliga Konferenz”, a special feed that will, for the first time, enable viewers to watch the best action from the five matches taking place simultaneously on a Saturday evening.

The DFL and the Bundesliga clubs have been working hard on expansion within in India. In 2022 a memorandum of understanding was signed with the Indian Super League (ISL) which has seen a number of German clubs working closely with ISL clubs, including Borussia Dortmund and RB Leipzig.

In May 2023, the DFB to hosted the India U-17 national team for a 15-day training camp in Germany, where the team trained and played friendly matches against youth teams from FC Augsburg and VfB Stuttgart.

Peer Naubert, Bundesliga International Chief Marketing Officer, said: “Building long-term relationships with market leaders like Sony is key to our strategy as we seek to cement our position as the fastest growing league. The success of this model is clear when we see that our live audience numbers have doubled in the last two seasons, and ensuring our fans feel connected, no matter where they are in the world, is extremely important to us.

“The Bundesliga is often considered the home of Asian talent, having fielded more Asian players in the last 20 years than the other top four European leagues combined. We value this position and, working alongside Sony, hope to inspire the next generation of Indian football talent.”

The Bundesliga has secured a number of broadcast deals in the run-up to the new season, including an extension of its deal with CANAL+ in Sub-Saharan Africa as well as a new non-exclusive 3-year rights agreement for French and local language broadcast in 22 countries throughout Francophone sub-Saharan Africa with New World TV Group.

Bundesliga International has also agreed a three-year deal with DAZN for Canada.

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