Sony Pictures Networks India (SPN) on Wednesday said it has entered into a two-year agreement with Bundesliga International, a subsidiary of the DFL Deutsche Fuball Liga, for exclusive media rights to broadcast the Bundesliga, the premier German football league, in India and the subcontinent. The agreement covers Bangladesh, Bhutan, Nepal, Sri Lanka, Maldives and Pakistan, the company said in a statement. The deal which has already kicked off will run till the end of the 2022-23 season and fans can watch live action from the Bundesliga on SPN’s linear sports channels and on-demand OTT platform, SonyLIV.
Commenting on the development, Rajesh Kaul, SPN’s Chief Revenue Officer, Head of Distribution and Sports Business, said, “Bundesliga is one of the most popular club football leagues in the world and boasts of a strong fanbase in India, which makes it one of the most popular club football leagues in the world. Makes the ideal addition to Sony Pictures Networks’ portfolio of exclusive international events.
“We look forward to working with the Bundesliga to serve our audiences in India and the Indian subcontinent with the best coverage of Germany’s leading football competition,” he added.
Robert Klein, Chief Executive Officer of Bundesliga International, said, “With this new deal, we are able to guarantee Bundesliga fans a place to watch their team on every single match day. We work across India and the Indian subcontinent. Looking forward to working with Sony Pictures Networks India to bring all the twists and turns of the next Bundesliga season.”
He said that in order to increase the popularity of Bundesliga in India, grassroots activities will be continued to bring German football in India to local fans so that they have the opportunity to engage directly.
In 2019, the Bundesliga organized the Oktoberfest Experience, where FC Bayern München legend Klaus Augenthaler joined fan groups in Mumbai for a “classic fan match” and ahead of the season, German football legend Lothar Mathhaus founded a football school. While touring, had traveled to Kochi and Mumbai. A FC Bayern fan club to meet and interact with supporters.
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