August 15 – Bundesliga International has agreed a two-year extension to its deal with Mega Casino World (MCW) which will see the international gaming platform remain the league’s exclusive partner in the Asian region until the end of the 2026-27 season.
Having originally partnered up in December 2023, the extension will now include marketing rights for the Franz Beckenbauer Supercup this Saturday, which raises the curtain on the 2025-26 season when DFB-Pokal holders VfB Stuttgart host last season’s Bundesliga champions Bayern Munich.
The small print details that MCW will be utilising the virtual LED boards pitch-side for the Asia feed of the Supercup, for the second consecutive season.
MCW will be given key marketing rights for the next two seasons, including new-and-improved digital and social media campaigns over the next two seasons.
They’ve also been promised deeper market engagement with co-branded merchandise and ticketing access to any Bundesliga tour matches that occur in the Asian region.
The Bundesliga plays host to more Asian players than the rest of the top five European leagues put together, making itself a real hotspot for fans from that area of the world. They’ve also had multiple talent outreach programmes under the ‘Bundesliga Dream’ title – aimed at fostering the next generation of Asian talent and bolstering their ties with the region.
“We are thrilled to embark on this landmark collaboration between New City VIP and Bundesliga. This strategic alliance not only amplifies our presence across Asia but also brings unparalleled access to one of Europe’s most prestigious football leagues,” said Lee Yong Fuk, Chief Marketing Officer of MCW and New City VIP.
“Together, we are set to create engaging, world‑class experiences that resonate with fans and deliver unmatched excitement across our collective markets.”
The Bundesliga season officially begins next weekend, with champions Bayern Munich set to host RB Leipzig on Friday night.
Contact the writer of this story, Harry Ewing, at [email protected]