Bundesliga International and Khel Now extend partnership in India
- After an exciting first season, Bundesliga International and Khel Now continue collaboration
- Goal of the partnership is to create engaging local-language content for fans throughout the 2024-25 season
- Khel Now is a leader in domestic and international football coverage for fans throughout India and the Indian subcontinent
27 August 2024 – Bundesliga International has extended its content partnership with Khel Now for another year as it continues to deliver more Bundesliga action to fans in India and the Indian subcontinent for the 2024-25 season.
The partnership ensures that Khel Now will continue to have access to a range of industry-leading offerings, including the world’s biggest digital football archive, as well as a plethora of localised, ready-to-use content to inform and entertain the Indian football fanbase.
Khel Now, part of the Anglian Omega Group, is a media engagement platform that connects fans with their favourite sports and leagues from around the world. Launched in July 2016, Khel Now has grown to become one of India’s go-to digital platform when it comes to football content.
Khel Now has been integral to our efforts, such as the promotion of Bundesliga Dream India, which reached more than 70 million people across the country.
Dennis Kittel, Head of Southeast Asia & India, Bundesliga International
Since the start of 2023, Khel Now has aimed to deliver a fan-focused offering, with fan-led preview shows and exclusive “watchalongs” for the Bundesliga’s biggest matches. The digital platform, which last season surpassed 1 million subscribers on its YouTube channel, will continue to highlight the biggest talking points from Germany’s top two divisions each week. Creating both English and Hindi content, Khel Now will utilise its range of social and digital media outlets to showcase the best of the Bundesliga, from this season’s title race, the battle at the bottom, and the success of German football’s biggest stars and brightest talents.
Dennis Kittel, Head of Southeast Asia & India, Bundesliga International, said: “The German and Indian cultures are connected by their passion for sport. Electric atmospheres and incredible sporting heritage is present throughout both countries, and that is just one of the reasons we are so committed to supporting the growth of the Bundesliga, and the development of football as a whole throughout India.
“Khel Now has been integral to our efforts, such as the promotion of Bundesliga Dream India, which reached more than 70 million people across the country. We are very happy to be continuing our partnership with them for another season, as we embark on new and exciting projects in India.”
Khel Now CEO & Co-Founder Ashish Negi said: “Khel Now is happy to cement our relationship with the Bundesliga. Football is a cornerstone of our bouquet of sports and the German top-flight is one of the best leagues in the world. We will strive to mutually evaluate the experience for our fans.”
Relations between German and Indian football continue to strengthen
In September 2022, the DFL Deutsche Fußball Liga signed a Memorandum of Understanding with Football Sports Development Limited (FSDL), the commercial partner of Indian football and organiser of the Indian Super League, focused on knowledge sharing and the use of innovative technology in football. Following that, in August 2023, the DFL signed another MoU, this time with the Government of the State of Maharashtra to further support the development of Indian football. On the pitch, the Bundesliga hosted the All India Football Federation (AIFF) U-17 national team in May 2023 for an intensive training camp with two Bundesliga sides ahead of their Asian Cup Campaign. In April 2024, the inaugural edition of the Bundesliga Dream India project launched to further promote the development of young Indian grassroot football talent.