Starting 1 July 2017, Bundesliga International is a new full subsidiary of the DFL based in Frankfurt am Main. It succeeds DFL Sports Enterprises, which was also a full subsidiary of the DFL since 2008. Since 1 January 2018 Robert Klein – formerly CCO – leads Bundesliga International as CEO. Since 2012, the company has also operated a branch office in Singapore for the Asia-Pacific region and since 2018 also offices in New York and Beijing. On behalf of the DFL, Bundesliga International markets the audiovisual media rights to the games in the licensed leagues for all platforms internationally, as well as the central sponsoring rights, brand licences and digital services of the Bundesliga. Bundesliga International is responsible for international marketing of Bundesliga and is also a service provider for over 80 national and international contractual partners.
Bundesliga games are licensed all around the world. Current licence partners include leading global media networks like ESPN, Sky or the Nordic Entertainment Group, as well as national broadcasters such as Band Sports in Brazil, SABC in South Africa or Next Media in Vietnam. Alongside the sustainable growth of revenue generated for the league, the international marketing activities also aim to reach global target groups. With more than half a million TV hours broadcast every year, the licence holders offer an ideal platform for the Bundesliga’s international marketing activities.
The Commercial Partnerships division of Bundesliga International has a wide partnership portfolio including cooperations with sports manufacturer Derbystar, producer of the official match ball starting in 2018/19, subscription broadcaster Sky Deutschland and Topps, the official licence partner for stickers and trading cards. Tipico and Mondelez are also among the commercial partners. The longest licence partnership, dating back to 1998, is that with EA SPORTS, the producer of interactive entertainment products, whose game FIFA 21 once again features every club in the Bundesliga and Bundesliga 2.
Since the beginning of 2020 the DFL cooperates with the world’s leading provider for cloud computing: Amazon Web Services. Within this cooperation, the focus is set on the joint development of technological projects such as the calculation of “Bundesliga Match Facts powered by AWS”. These are statistics which are generated with the help of machine learning, artificial intelligence and cloud computing.