May 13 – Bundesliga’s archive footage business will continue to be handled by IMG after the two sides agreed a multi-year extension covering the international licensing rights to one of football’s largest historical content libraries.
The renewed agreement sees IMG retain responsibility for distributing archive footage from the Bundesliga, Bundesliga 2 and the Franz Beckenbauer Supercup outside the DACH region, extending a partnership that has been in place since 2012.
Archive rights have become an increasingly valuable commercial asset in the streaming era, where documentaries, short-form digital content and nostalgia-driven storytelling play a central role in audience engagement strategies.
The Deutsche Fußball Liga says its DFL Media Hub contains close to 250,000 hours of footage spanning more than six decades of German football history, stretching back to the Bundesliga’s inaugural 1963-64 season.
“Our long-standing partnership with IMG to market our international archive rights is a testament to the trusted collaboration we have built over many decades,” said Robin Austermann, Bundesliga Media’s head of European audio-visual rights.
“IMG’s expertise and commitment have been instrumental in bringing the rich history of the Bundesliga to audiences around the world, which not only preserves our heritage, but also continues to unlock new opportunities for innovation and storytelling for future generations of fans.”
The extension strengthens IMG’s already sizeable archive portfolio that includes footage partnerships across the Premier League, World Rugby, Wimbledon and UFC.
“With over 60 years of football history, the Bundesliga archive remains one of the most valuable and engaging sports archives for storytellers and content creators globally,” said Bill Hawes, senior director of archive at IMG.
Contact the writer of this story, Harry Ewing, at [email protected]