Bundesliga International lands historic three-year deal with MBC GROUP for the MENA region

Photo: DFL/Getty Images/Sebastian Widmann
  • Bundesliga International strikes deal with MBC GROUP, becoming the first European league to be shown on their linear and digital channels
  • MBC GROUP is the largest and leading media company in MENA, and will offer fans the opportunity to watch multiple games per matchday free-to-air
  • Alongside live matches, both organisations will work together on joint-marketing strategy to continue the growth of the Bundesliga in a locally relevant way

21 August 2025 – The Bundesliga will be available to millions of football fans throughout the Middle East and North Africa region, after a three-year partnership was struck with media powerhouse MBC GROUP. The move comes as part of the Bundesliga International’s global growth strategy to ensure maximum exposure in a rapidly growing fanbase.

Recognised as the largest and leading media conglomerate in MENA, and present in every Arab-household, MBC GROUP will now bring the Bundesliga to its core sports offering as the first European league to be broadcasted.

The deal, which begins immediately, ensures that the millions of German football fans across the region can watch Bundesliga matches without restriction, starting with this Friday’s season opener between reigning champions FC Bayern München and RB Leipzig (kick off 20:30 CEST).

We are proud to work with the region’s leading player, and one that is committed to bringing the Bundesliga closer than ever before to millions of football fans

Peer Naubert, CEO Bundesliga International

Three matches a week will be available on free-to-air (FTA) channel MBC ACTION, while the opening match will air on the flagship channel MBC1 to celebrate the launch of the new season. All matches will be available on Shahid – the world’s leading Arabic streaming platforms. Together, Bundesliga International and MBC GROUP will develop a joint-marketing strategy, ensuring that the partnership goes way beyond the live matches.

“We are proud to work with the region’s leading player, and one that is committed to bringing the Bundesliga closer than ever before to millions of football fans,” said Peer Naubert, CEO of Bundesliga International.

“As one of the fastest growing regions for football fandom, and in particular within the female demographic, the Middle East and North Africa is central to our global growth strategy, and our partnership is built on a 360-degree, localised approach that will ensures we are telling the stories that matter in a relevant and engaging way. From the world-class product on the field, to our unique and unrivalled clubs and fans, MBC’s phenomenal reach and position as a media and entertainment superpower will ensure that together we deliver the best of the Bundesliga day-in and day-out.”

The Bundesliga has been active across the MENA region, at all levels of football development. In April 2025, Eintracht Frankfurt and RB Leipzig hosted an all-female coaching delegation from the Saudi Arabian Football Federation (SAFF), sharing expertise and providing opportunities for the young coaches to lead training sessions at their elite academies.

Furthermore, the DFL Deutsche Fußball Liga has hosted leagues for knowledge exchange workshops on areas such as broadcast technology and league administration. As part of a comprehensive growth strategy, the league is also active on the ground to bring the Bundesliga closer to fans. Alongside coaching exchanges and fan visits, Bundesliga International hosted its first Iftar in Jeddah in April 2025, with Bundesliga fans gathering to a Ramadan Iftar and watching a Bundesliga match.

“We are proud to partner with the Bundesliga, bringing the next three seasons of the German Premier League to the MENA region exclusively across MBC broadcast and streaming platforms. Our partnership will extend beyond broadcasting rights to also include marketing and promotion, as well as exchanging comprehensive technical expertise, and much more,” said Mike Sneesby CEO of MBC Group.

“This new agreement is part of our strategic objective to bring the best international sports to millions of fans across the Arab world and the entire region and will allow them to enjoy all the magic of German football,” concluded Sneesby.