The Bundesliga announced this Thursday (19) a strategic partnership with Relevent Sports, a global sports and media rights company, which aims to develop the championship on the American continent.
Under this agreement, the competition and the brand will form a team of professionals specialized in content creation, marketing, public relations and sales in the Americas, for the first and second divisions of the championship.
The Bundesliga Americas media team, based in New York and Guadalajara, Mexico, will expand its focus on developing cross-media content to engage fans of the competition in 35 countries across North, Central and South America and the Caribbean.
The deal also grants Relevent Bundesliga media rights from the 2026-27 season. The company will support the championship’s media sales and sponsorship in 2024, through the creation of personalized content, promotion of content creators, partners and media outlets.
“The talks with Relevent Sports were based on great trust and passion for German football, as well as a clear vision to increase the presence of the Bundesliga and Bundesliga 2 in the Americas. Given the development of football in general and the Bundesliga in particular, we believe there is still a lot of untapped potential in the region. With this strategic agreement, we want to capitalize on commercial growth and take the brand to the next level”, comments Peer Naubert, Bundesliga marketing director.
“We are thrilled to be working with the Bundesliga to continue to grow the presence of German soccer in the Americas. We know the soccer market in the United States and the wider region is growing rapidly, and we are thrilled to launch the ‘Bundesliga Americas’ team to capitalize on this interest with a locally targeted, content-driven approach that helps broaden and deepen the league’s fan base in North, Central and South America,” said Relevent CEO Danny Sillman.
In Brazil, the rivalry with Germany is also growing. The current season is broadcast on several channels and platforms such as TV Cultura, RedeTV!, SporTV, CazéTV and OneFootball.
