April 30 – Bundesliga International and China Mobile Migu have signed a Joint Declaration of Intent in Frankfurt, underlining their shared ambition to strengthen cooperation in one of football’s most commercially important markets.
The agreement lays out plans to expand collaboration across content, technology and media innovation — including areas such as virtual reality and enhanced broadcast formats. Migu, a digital subsidiary of telecoms heavyweight China Mobile, already serves as the Bundesliga’s broadcast partner in China and is one of the country’s leading sports streaming platforms.
The Bundesliga has long had an active presence in China, with more permanent league and club offices there than any other top European competition.
The latest move aims to reinforce that position and reflects the league’s continued focus on the Chinese market, not just as a fan base but as a long-term business and innovation partner.
While the statement includes familiar language around “supporting the development of China’s football culture,” the real value lies in distribution, tech alignment and the Bundesliga’s push to stay competitive in Asia’s increasingly crowded sports media space.
For the Bundesliga, which intends to be more than just a weekend fixture on Chinese screens, this declaration is groundwork for broader integration.
“The Bundesliga stands as one of the most popular leagues in the world, not least because of its efforts on and off the pitch,” said Peer Naubert, Managing Director and Chief Marketing Officer of Bundesliga International.
“Bundesliga Legends such as Yang Chen and Jiayi Shao were trailblazers for football in China, but off the pitch we are creating experiences for Chinese fans that we hope last a lifetime.
“Our long-term ambition is to support the development of football in China. We are proud to share that vision and work collaboratively with China Mobile and Migu. We are excited for the future of Chinese football.”
The agreement will also look to grow football in China and further foster the Chinese football culture, with a range of marketing and club-related initiatives to bring the Bundesliga closer to Chinese football fans.
“Bundesliga is recognised as a leader in innovation and one of the world’s best football leagues, with a loyal and passionate fanbase and we believe there is a lot we can gain through our deeper cooperation,” said Wenhai Shen, chairman of China Mobile Migu.
“We hope that the partnership can help us in the further development of a healthy and sustainable football culture in China and also introduce new innovative services that can thrill and delight Chinese football fans.
“The collaboration between China Mobile Migu and the Bundesliga represents a powerhouse alliance between a leading sports platform and a world-class football league. We will leverage live broadcasting as the core to deliver comprehensive media content, drive multi-scenario smart experiences through technological innovation, and harness the synergy of ‘content + technology + integrated innovation’ to redefine the future of football engagement.”
Contact the writer of this story, Harry Ewing, at moc.l1746042151labto1746042151ofdlr1746042151owedi1746042151sni@g1746042151niwe.1746042151yrrah1746042151