Bundesliga announces multi-faceted media rights deal with top Brazilian broadcasters

DFL/Getty Images/Sebastian Widmann
  • Bundesliga strengthens its position as the most-watched European league in Brazil, extending deals with Globo (SporTV), CazeTV, Canal Goat and XSports 
  • The new packages kick off from the start of the 2026-27 Bundesliga season, with further broadcasters still to be announced
  • Bundesliga averaged 5 million live views per matchday during the 2024-25 season across a diverse broadcaster network that includes subscription, free-to-air and digital channels
  • As a result of this unique strategy, the Bundesliga fanbase in Brazil has doubled from 12 million to 24 million between 2018 and 2024

25 November, 2025 — The Bundesliga, the most-watched European football league in Brazil, will continue to be accessible to millions of fans through major distribution channels through a combination of pay TV, linear free TV and digital free streaming, the league announced today.

Globo (SporTV), CazeTV, Canal Goat and XSports remain the home of Germany’s top football league through a new media rights agreement set to kickoff for the 2026-27 Bundesliga season.

“Working with multiple broadcast partners across pay TV, free TV and digital is the winning combination for the Bundesliga in Brazil,” said Robin Austermann, Bundesliga Americas Executive Vice President. “This model has paid major dividends across all metrics from viewership to engagement in showcasing ´Football As It’s Meant To Be´ to millions of Brazilians. We couldn’t be happier to continue our relationship with so many dedicated and committed broadcast partners and are excited for what comes next.”

This latest announcement is the first media rights agreement for the new cycle since Bundesliga International announced its collaboration with Relevent Sports. The newly formed Bundesliga Americas office, headquartered in New York, has significantly expanded German football’s reach across both continents. 

“With further deals still to come in Brazil and beyond, it is a statement of intent that Bundesliga Americas is strengthening the league’s position as the most watched European league in Brazil, with a model that not only delivers revenues, but is resetting the standard for audience engagement,” Austermann added.

During the 2024-25 season, the Bundesliga had 170 million live views—averaging 5 million live views per match day – up 811% from 10 years ago. The league is also a hit on social media with more than 500 million video views over the past season. Brazilians are responding well to the league as total fans have doubled from 12 million to 24 million between 2018 and 2024.

A priority market for the Bundesliga and its clubs, RB Leipzig and Bayer Leverkusen held preseason tours in Brazil ahead of the 2025-26 campaign, while the Bundesliga itself launched a dedicated Brazilian TikTok channel, which has already garnered more than 110 million views.

The Bundesliga is also making a lasting impact in Brazil in partnership with EA Sports via the EA Sports Futures initiative to establish Bundesliga Common Ground pitches. In February, Bundesliga Legends including Zé Roberto, Grafite, Diego and Lucio helped unveil a refurbished pitch in Rio de Janeiro designed by local graffiti artist Leandro Tick.

In October, Bundesliga Legend Lucio, Borussia Dortmund ambassador Ewerthon and VfL Wolfsburg legend Grafite took part in the Oktoberfest Blumenau parade, the highlight of the two-week festival which annually attracts around 700,000 revellers to the southern Brazilian city for the Bavarian-themed party ahead of Der Klassiker between FC Bayern München and Borussia Dortmund.

Brazilians are also the Bundesliga’s most represented nation outside of Germany, with 176 players over the course of the league’s history, including FIFA World Cup winners Lucio and Paulo Sérgio.