Bundesliga International and telecommunications giant China Mobile Migu sign Joint Declaration of Intent
- Bundesliga International and China Mobile Migu formalise agreement in Frankfurt
- Declaration focuses on content, innovation and technology
- Partnership will also strengthen the Bundesliga’s presence in China and add further support to the continued development of China’s football culture
- The Bundesliga is the most active league in China, with more permanent club and league offices than any other top European league
29 April 2025 – Bundesliga International and telecommunications giant China Mobile Migu launched a Joint Declaration of Intent yesterday in Frankfurt, formalising both sides’ commitment to strengthening their partnership across a broad range of areas.
China Mobile is one of the world’s biggest mobile coverage providers, with more than one billion customers. Bundesliga broadcast partner Migu is a wholly owned digital content subsidiary of China Mobile and the premier sports content streaming platform in China. It is a market leader in premium sports rights content, providing a best-in-class streaming experience.
As part of the joint declaration, Bundesliga International and China Mobile Migu will work together further in areas of media rights distribution, broadcast technology and innovations, such as the use of virtual reality, content, technology and innovation.
“The Bundesliga stands as one of the most popular leagues in the world, not least because of its efforts on and off the pitch,” said Peer Naubert, Managing Director and Chief Marketing Officer of Bundesliga International.
“Bundesliga Legends such as Yang Chen and Jiayi Shao were trailblazers for football in China, but off the pitch we are creating experiences for Chinese fans that we hope last a lifetime.
“Our long-term ambition is to support the development of football in China. We are proud to share that vision and work collaboratively with China Mobile and Migu. We are excited for the future of Chinese football.”
The agreement will also look to grow football in China and further foster the Chinese football culture, with a range of marketing and club-related initiatives to bring the Bundesliga closer to Chinese football fans.
“Bundesliga is recognised as a leader in innovation and one of the world’s best football leagues, with a loyal and passionate fanbase and we believe there is a lot we can gain through our deeper cooperation,” said Wenhai Shen, chairman of China Mobile Migu.
“We hope that the partnership can help us in the further development of a healthy and sustainable football culture in China and also introduce new innovative services that can thrill and delight Chinese football fans.
“The collaboration between China Mobile Migu and the Bundesliga represents a powerhouse alliance between a leading sports platform and a world-class football league. We will leverage live broadcasting as the core to deliver comprehensive media content, drive multi-scenario smart experiences through technological innovation, and harness the synergy of ‘content + technology + integrated innovation’ to redefine the future of football engagement.”
The DFL has been the most active European league for supporting football development in China in recent years, including initiatives such as Bundesliga Dream China, the second edition of which concluded earlier this month. As part of the project, the Chinese national Under-16 team trained and played friendly matches against the academies of Borussia Mönchengladbach and VfL Wolfsburg. The Asia-wide initiative aims to create a long-term pathway, helping to develop the players on and off the pitch.
Furthermore, the Bundesliga and its clubs have six permanent offices on Chinese soil, more than any other European league. With a range of football academies and outreach programmes taking place throughout the year, the Bundesliga is the most active league in China.
About Migu
Migu is an internet content platform established by China Mobile in the content domain. It is dedicated to integrating content production, aggregation, and dissemination, deepening the innovation of “content + technology + integration,” and continuously meeting the public’s needs for a better digital cultural life. Migu has become the largest “culture + technology” enterprise, the largest internet platform, and the largest new media platform among China’s state-owned central enterprises.
About China Mobile
China Mobile Group provides communication and information services across all 31 provinces, autonomous regions, and municipalities in China’s mainland, as well as in the Hong Kong Special Administrative Region. Its business primarily covers voice, data, broadband, dedicated lines, IDC, cloud computing, and IoT for individual, household, enterprise, and emerging markets. As the largest communication and information service provider in China’s mainland, it is also a world-class operator with the most extensive network and customer base globally, leading profitability and brand value, and a top-tier market capitalization ranking in the telecommunications and information industry.