New office in New York: DFL brings Bundesliga closer to American markets

18.09.2018 – In order to bring the Bundesliga even closer to the markets in the Americas, the DFL Deutsche Fußball Liga is opening an international branch in New York as a contact point for media and marketing partners. The office is scheduled to officially begin operations on 16 October 2018.

“The USA is the biggest and most important sport and media market in the world. In light of this, it is only logical that the DFL strengthens its representation here in the interests of our long-term growth perspectives. The aim is to further increase the visibility and appeal of the Bundesliga and its clubs. This applies in particular to the USA and Latin America,” explains DFL CEO Christian Seifert.

After Singapore (since 2012), New York is DFL’s second international branch and will also be managed by the DFL subsidiary Bundesliga International (BLI). “Football is enjoying constantly increasing popularity in the USA. With regard to the numerous football fans overseas, that is why now is the right time to enhance the image of the Bundesliga in North, Central and South America through localised marketing measures, to support the activities of the clubs and to meet our partners’ wishes even better where they are,” explains BLI CEO Robert Klein.

The new “Home of Bundesliga” will be managed by Arne Rees as “Executive Vice President Strategy” with a focus on media contracts and Melanie Fitzgerald as “Head of Bundesliga Americas” with responsibilities for brand management, marketing and events. Arne Rees has nearly 20 years of experience in the international sport business. The German’s career includes posts such as “Head of Strategy and Business Development” at UEFA as well as multiple years as “General Manager International Digital” for the US sport broadcaster ESPN. Melanie Fitzgerald was most recently “Director of International Media” at Major League Soccer.