Bundesliga partners with TV streamer Coupang Play in multi-level promotion

November 27 – Germany’s Bundesliga has signed a long-term deal with South Korean digital streamer Coupang Play, beginning at the start of next season. Coupang wlll have exclusive rights to stream Bundesliga and Bundesliga 2, as well as the German Supercup and the relegation play-off matches in its home territory.

The broadcast deal strengthens the Bundesliga’s strengthens ties with Korea, with both entities pledging to collaborate on various initiatives aimed at advancing football in Korea through marketing activities, knowledge exchange on areas like technological progression, and the invitation of Bundesliga teams to participate in the Coupang Play Series, an exclusive pre-season tournament held in Korea.

Germany has become home to an influx of Asian talent over the last 20 years, as statistics show that the Bundesliga has seen more Asian players than the rest of the other top five European leagues combined.

Within the agreement, the partners will collaborate extensively on upcoming iterations of the ‘Bundesliga Dream’. This initiative aims to facilitate the movement of top young talent from Korea to Germany as part of a comprehensive talent development program.

Bundesliga International Chief Marketing Officer Peer Naubert said: “This strategic partnership goes way beyond the broadcast agreement; this is an opportunity to highlight the best of the Bundesliga with a partner that shares our ambitious and exciting vision.

“Over the last four decades, the Bundesliga has been privileged to have some of the best Korean players, including Bundesliga Legend Cha Bum-Kun, Son Heung-Min, Cha Du-Ri and Koo Ja-Choel. This season, the league boasts the likes of Jeong Woo-Yeong, Kim Min-Jae and Lee Jae-Sung, three important national players making their mark in Germany. It is not just about the past, or even the present: we are excited to support in the identification and development of future generations of Korean stars, and we believe that Coupang Play is the ideal partner to embark on that journey with.”

No value or term was given for the new agreement.

Head of Coupang Play Stephen Kim said: “We are pleased to partner with Bundesliga International to bring world-class football matches to our customers. We are excited to contribute to the advancement of Korean football through this comprehensive partnership, which also encompasses technology and youth talent development.”

Contact the writer of this story, Harry Ewing, at moc.l1711908930labto1711908930ofdlr1711908930owedi1711908930sni@g1711908930niwe.1711908930yrrah1711908930