December 18 – The DFL Deutsche Fußball Liga is making Bundesliga live content more accessible in select international markets by expanding its ‘Bundesliga Pass’ OTT service with OneFootball to Vietnam and South Africa.
After a launch in India in August 2024, where fans received exclusive access to all Bundesliga 2 matches, the OneFootball service launched in Vietnam last week, with South African audiences set to gain access starting January 2025.
Both markets will offer OneFootball’s pay-per-view and Season Pass options with all Bundesliga and Bundesliga 2 matches live-streamed co-exclusively on the OneFootball platform, available across mobile, connected TV, and web. A host of additional content will include highlights, short-form videos, and programming.
The DFL’s expansion into Vietnam and South Africa is part of a broader strategy to grow German football’s global fanbase, with more international markets potentially on the horizon.
Marc Lenz, DFL CEO: “Our new OTT offering for international markets represents a strategic move to further enhance the visibility of Bundesliga content around the globe, providing us with more flexibility and new options in the marketing of our media rights. The media landscape and the media consumption behaviour of fans have changed – and this partnership and new offering is a key component in reaching football fans around the world.”
Peter Naubert, CMO Bundesliga International added: “More recently, we have seen the growth of D2C platforms complementing the well-established traditional and digital models. In order to best serve fans and meet our goal of being the most fan-centric league in the world, this new partnership gives fans in these defined markets another way to follow their favourite Bundesliga teams – making it easier for them to enjoy football the way they want to watch. I am looking forward to continuing our collaboration with OneFootball in this exciting new direction.”
Contact the writer of this story, Harry Ewing, at moc.l1734804489labto1734804489ofdlr1734804489owedi1734804489sni@g1734804489niwe.1734804489yrrah1734804489