Bundesliga International secures media rights deals in nine Eastern European territories
March 26, 2025
The Bundesliga has further strengthened its position internationally after Bundesliga International, together with its partner Infront, struck new broadcast deals in nine Eastern European countries from the 2025-26 season onwards.
Bundesliga International appointed Infront in May 2024 to manage media rights sales for the Bundesliga and Bundesliga 2 in several markets. Since then, the two organisations have reached agreements with broadcasters across Eastern Europe, with packages covering all 612 games per season of the Bundesliga, Bundesliga 2, as well as the four relegation playoff matches between the two divisions, and the Franz Beckenbauer Supercup.
The broadcast agreements begin ahead of the 2025-26 season and will run until the conclusion of the 2028-29 campaign.
Infront has been working with Bundesliga International to implement tailor-made strategies for each of the respective territories, including a dedicated marketing roll-out to support live broadcasts.
Lithuania – Setanta
Latvia – Setanta
Estonia – Setanta
Albania – Tring
Kosovo (Albanian language) – Tring (exclusive for Albanian language only)
Czech Republic – Nova Sport
Slovakia – Nova Sport
Romania – Digi
Russia – Okko
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. Across Eastern Europe, there is a long history with German football, and the importance of those traditions continue today as we work together to tell the stories of the Bundesliga each week.
“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, said: “Our collaboration with the DFL 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.”