German soccer’s top-flight Bundesliga has continued its recent flurry of broadcast deals ahead of the new season by agreeing a four-year extension with United Media, the Southeast Europe-based media company, across nine territories.
The renewed contract will run through to the end of the 2028-29 season and covers Bosnia-Herzegovina, Bulgaria, Croatia, Cyprus, Greece, Montenegro, North Macedonia, Serbia, and Slovenia.
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United Media has held Bundesliga rights in those countries since the 2021-22 campaign, with that deal expiring at the end of the 2024-25 season.
Bundesliga matches are broadcast in the Balkan region on the TV Arena Sport channels in Bosnia-Herzegovina, Montenegro, North Macedonia, and Serbia, as well as Sportklub in Croatia and Sport TV in Slovenia. In Bulgaria and Greece, the league is shown on Nova.
Peer Naubert, chief executive of Bundesliga International, said: “Working with long-term partners lays the foundation for delivering a world-class product, and by extending our collaboration with United Media, we have secured high-quality coverage in the Balkans, Bulgaria, Greece, and Cyprus.
"Historically, the Bundesliga has had more players from south-east Europe than any of the top five leagues and the region is a hotbed for fans who are passionate about our unique brand of football. Working directly with United Media, our focus is to deliver the best of the Bundesliga to those fans.”
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By GlobalDataIndeed, bar Cyprus, every country involved in the broadcast tie-up is represented in some way in the 2025-26 Bundesliga campaign, including Croatia defender Josip Stanisic (Bayern Munich), Bosnia-Herzegovina striker Ermedin Demirovic (Stuttgart), and Serbia midfielder Andrija Maksimovic (RB Leipzig), among others.
In recent weeks, Bundesliga rights for the next few seasons have been snapped up by subscription streaming service DAZN in Japan and state-owned media and telecoms heavyweight Viettel in Vietnam, while the league also agreed an extension in Italy with pay-TV heavyweight Sky Italia.
In June, free-to-air channel PPTV secured rights in Thailand.
Domestically, the Bundesliga will be covered live by Sky Deutschland and DAZN.
The 2025-26 season will begin on Friday (August 22), with defending champions Bayern Munich taking on RB Leipzig.
Bayern added another trophy to their cabinet by defeating Stuttgart 2-1 in the German Supercup on Saturday.
