"Sending a clear signal": Bundesliga returns to prominence in global broadcast deals

Peer Naubert, the Chief Marketing Officer at Bundesliga International, outlines the driving forces behind the growth rates: "I don’t know if a come-back is the right word, but we are certainly back at full speed”.
Primarily, the Bundesliga's top-notch quality serves as a major catalyst. However, a blend of technological innovation, a global marketing strategy, and enduring partnerships, all laser-focused on enhancing fan experience, also contributes significantly.
Why it matters: While most major leagues struggle to maintain the value of their international media rights sales, the Bundesliga, once impacted a few years back, is now striving for the second spot in the global race.
The perspective: German clubs opted against selling future broadcast income to private equity funds. The DFL is in a good position, but can they sustain growth without external investments?

One month ago, Bundesliga International announced a new 5-year deal with Next Media in Vietnam. While it may not have been the type of deal that turned heads among football executives worldwide, it was another signal that Bundesliga International is continuing to capitalize on the positive momentum it has garnered over the past few years.

“It’s no secret that we suffered a bit under Covid-19, we were hit by some political decisions in China, and the market conditions were tough

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