Germany’s top football league, the Bundesliga, is trying to tap the Indian football market by encouraging clubs from competing for the presence of some of them in China, actively engaging with fans here, according to a top official. .
Bundesliga International, a wholly subsidiary of the DFL Deutsche Fuball Liga, responsible for driving the internationalization of the Bundesliga, is working with its broadcast partner Sony Pictures Networks India (SPN) to connect with fans on the ground, while some of the top Looking to bring German clubs will play against Indian clubs from an ISL (Indian Super League) team or I-League.
“Football is really a big part to play in India. You have cricket, definitely number one. You have kabaddi, which is doing incredible work, but football is the third biggest sport behind it and growing fast. And it’s so easy and accessible to play.” India football market.
He continued, “That’s why we want to develop the Bundesliga brand and we want you to know not only about (Borussia) Dortmund and Bayern (Munich), but we want you to know about (RB) Leipzig , who are doing incredible things, and (Bayer 04) Leverkusen – they’ve had a great season. These are the teams that are scoring more goals than any league in the world.”
Stating that fans are coming back after the COVID-19 induced absence from the stadium, he said, “And we want to share that passion and help build Indian football together.”
Stating that the football markets of India and China, where the Bundesliga has been a partner with national broadcaster CCTV for 23 years, Mr. Klein said, “The image of the Bundesliga and that of our clubs is currently at a higher level than in China. In India We currently have six clubs in China in terms of office spaces. We have clubs that are doing activities in India but are not currently with offices. So that’s the difference and that’s where we have to should be.”
He further added that the plan is to come to India, stay on the ground “because you need to be on the ground to be able to actively engage with fans as with your partners. It requires investment and time but Finally, with a market the size of India, that should be the target. It’s a huge market.”
The second thing, he said, is “to work and work with the local leagues. We are in talks to do that, because there is definitely a crossover between an ISL fan and a Bundesliga fan, as long as they don’t know each other.” know about and see the programs they develop together.” In the long term, he said that the Bundesliga will work very actively with German clubs to bring them to India, “ideally to play against an ISL team or I-League team so that there is a real connection as people want to be able to.” Touch and feel the clubs and superstars. The sooner we can travel, the sooner we’ll be able to do that.”
Upbeat on the Indian football market, despite competition from the English Premier League (EPL), Mr. Klein said, “We know the strength of the EPL in India but with our research that we do regularly, which includes India, we are the world’s best.” are the fastest growing leagues in the U.S. in terms of fan engagement. So in terms of growth, [although] We’re coming from a different base, we know there’s a fan base.” He also said that the Bundesliga International is looking forward to working closely with SPN, with whom it has won two exclusive media rights for the broadcast. The agreement of the year is the Premier German Football League in India, not only in bringing live matches but also in grassroots activities.
“Our ambition, plans and discussions with Sony are to bring the giants to India. It doesn’t mean just come and say hello, shake hands. It’s really around it to build some grassroots events, training programs for Indian football fans,” he said.
While the Bundesliga wants to have a very good presence with live environment in India through Sony, he said, “We work very actively with our licensees as we want to get a public view. We want to bring in our legends. And once or twice a year create a huge buzz and for that we need a partner who is really able to connect.”
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