March 27 – The German Bundesliga has bolstered its presence in Eastern Europe with a fresh wave of media rights agreements spanning nine countries, further cementing its global reach ahead of the 2025-26 season.
Brokered by Bundesliga International in partnership with sports rights agency Infront, the deals secure top-flight and 2.Bundesliga coverage until 2028-29, ensuring fans across the region have access to live matches.
From the start of next season, Setanta will bring Bundesliga action to audiences in Lithuania, Latvia, and Estonia, while Tring has locked in rights for Albania and Kosovo (in the Albanian language). Nova Sport will serve the Czech Republic and Slovakia, Digi takes over in Romania, and Okko has secured coverage in Russia.
The deals will cover all 612 games each season from the Bundesliga and second-tier 2.Bundesliga, as well as the four post-season relegation playoff games, and the season-opening German Supercup.
Crucially, the Bundesliga has reaffirmed its stance on Russia. Since the start of the war in Ukraine, all revenue from its Russian media rights deals has been redirected to humanitarian aid effort – a policy that will remain in place as long as the conflict continues.
For the Bundesliga, these agreements are more than just expanded coverage – they are a calculated play in the increasingly competitive global football market. The Bundesliga is already home to a roster of top talent from the region such as Czech striker Patrik Schick and Matěj Kovář, both playing for champions Bayer Leverkusen.
As European football’s broadcast landscape becomes ever more fragmented, locking in guaranteed exposure and revenue across multiple territories is a smart move that will only strengthen the league’s global brand.
Bundesliga International Managing Director and Chief Marketing Officer Peer Naubert said: “The Bundesliga remains one of the most popular leagues in the world, and that is reflected in the strength of our media rights sales. Working alongside Infront, we have secured a number of new broadcasters, while in some cases building on long-standing agreements with established market leaders.
“Our partnership with Infront is one founded on shared expertise and mutual trust, and we now look forward to delivering world class content for the fans across these territories, for the next four years and beyond.”
Amikam Kranz, Senior Vice President Media, Betting and Technology, Infront, added: “Our collaboration with the German Football League began only a short time ago, so these broadcast agreements are a testament to the value and trust this collaboration has created in a short space of time.
“German club football continues to attract audiences globally and these agreements are an indicator that, despite a challenging and competitive market, we have the right network to transform that popularity and deliver broadcast revenue for rightsholders.”
Contact the writer of this story, Harry Ewing, at moc.l1743353073labto1743353073ofdlr1743353073owedi1743353073sni@g1743353073niwe.1743353073yrrah1743353073