Bundesliga International unveils multi-layered strategy in UK and Ireland

• Bundesliga International has secured multiple broadcast partnerships across subscription, free-to-air and digital channels
• This multi-year strategy focuses on maximising opportunities for fans to watch the Bundesliga, including Sky Sports, Prime Video and BBC Sport
• Popular YouTube channels The Overlap and That’s Football will also have rights to live broadcasts

20 August 2025 – Bundesliga International has confirmed deals with multiple broadcasters throughout the United Kingdom and Ireland to ensure fans across the neighbouring islands can watch their favourite stars play in Germany next season, including England captain Harry Kane and Borussia Dortmund’s rising star Jobe Bellingham.

The multi-year deals give British and Irish Bundesliga fans more opportunities to watch their favourite teams each matchday with the broadcasting rights being granted to different outlets across a number of platforms.

Under the new strategy, existing partner Sky Sports, the UK’s leading payTV sports broadcaster, will continue to exclusively screen the Saturday “top match” (17:30 kick off BST) alongside a comprehensive highlights package and other shoulder programming throughout the week, ensuring Bundesliga fans have access to world-class coverage and expert analysis.

The Bundesliga’s new partner Prime Video holds the exclusive rights to all Sunday matches on a single pay-per-view basis (UK only), with no long-term commitments required. This agreement also includes the promotion/relegation play-off games and the Franz Beckenbauer Supercup next year to kick off the 2026-27 season. This partnership is a perfect complement to the longstanding Bundesliga collaboration with AWS.

We are delighted to announce our new-look line up of great media partners as part of our multi-platform strategy in the UK and Ireland.

Peer Naubert, Chief Executive Officer Bundesliga International

When FC Bayern München – spearheaded by England captain Harry Kane – host RB Leipzig to kick off the new season this Friday, the tie will be screened free-to-air across multiple platforms in the UK and Ireland, as part of the Bundesliga’s innovative audience-building strategy that aims to make all Friday matches widely available.

This unique approach is anchored by a multi-year deal with BBC Sport, the most used sports broadcaster in the UK. With its unparalleled reach, cross-platform coverage and unmatched portfolio of free-to-air sports rights, the BBC will stream all Friday night games via its on-demand platform BBC iPlayer – the fastest growing streaming service in the UK – as well as on the BBC Sport website and app.

The free-to-air strategy will be super-charged through a trailblazing partnership with leading YouTube football channels, who will live-stream matches on their platforms in a watch-along format.

This will be the first-time ever a top league will grant live rights for an extensive package of matches to content creators in Europe.

The Overlap, featuring some of English football’s biggest names such Gary Neville, Roy Keane and Ian Wright, will show 20 Bundesliga games in 2025-26, starting with the season opener on Friday, to its 1.5 million subscribers, while Mark Goldbridge’s That’s Football channel with 1.3 million subscribers will also stream 20 matches.

YouTube has long established itself as essential platform among sports fans wanting the latest action. This content creators’ partnership will be part of a broader collaboration with the platform, focusing on combining the Bundesliga’s massive fan base and in-depth content with YouTube’s unprecedented reach to tell the best stories from the German league.

The Bundesliga’s own YouTube channel will also broadcast all Friday evening matches from the top tier of the German league and Bundesliga 2 games next season.

“We are delighted to announce our new-look line up of great media partners as part of our multi-platform strategy in the UK and Ireland,” said Peer Naubert, Chief Executive Officer of Bundesliga International.

“Our approach is as diverse as our supporters: by combining established broadcasters with digital platforms and content creators, we are taking a progressive step in how top-level football can be experienced.

“This multi-layered strategy allows us to connect with more audiences across the UK and Ireland, giving every supporter the chance to engage with Football As It’s Meant To Be in the way that suits them best.”

The Bundesliga has always offered a strong pathway for England players.

England striker Harry Kane won the first league title of his career when he lifted the Meisterschale with FC Bayern München last season, while both Jadon Sancho and Jude Bellingham made their names with eye-catching performances for Borussia Dortmund.

Next in the pipeline for The Three Lions is Jobe Bellingham, younger brother of Jude, who has joined Borussia Dortmund from Sunderland AFC for the new season.