BeIN Sports, the international heavyweight pay-TV broadcaster, has expanded and extended its rights agreement covering German soccer’s top-tier Bundesliga.

Through a new deal between BeIN and the Bundesliga International division, unveiled as the league’s 2023-24 campaign gets underway today (August 18), the network has snapped up rights to every Bundesliga fixture for the next three seasons across 10 Asia-Pacific (APAC) countries.

As well as live coverage of every match from the Bundesliga and second-tier 2.Bundesliga, BeIN will show the post-season relegation playoffs, as well as a range of additional content such as preview and highlights shows. The countries covered by the deal are Australia, New Zealand, Brunei, Cambodia, Hong Kong, Laos, Malaysia, the Philippines, Singapore, and Thailand.

This represents an expansion for Qatar-based BeIN in terms of Bundesliga coverage across all of those markets except Australia and New Zealand. For the previous rights cycle, those other aforementioned countries had their own Bundesliga broadcasters, after a regional deal between 2015 and 2020 with Fox Asia.

BeIN already holds Bundesliga rights in other markets such as the Middle East and North Africa, as well as France and Turkey. All those deals run to 2025.

Mike Kerr, BeIN’s managing director for APAC, said: “We are beyond thrilled to bring the Bundesliga to football enthusiasts across our 10 APAC territories. Bundesliga represents the pinnacle of football excellence, and through this partnership, we are poised to deliver unparalleled coverage that caters to the insatiable appetite of fans in this region.”

One of the most prominent rights deals struck by BeIN across some of the same APAC countries came in late July when the broadcaster renewed exclusive rights in 10 markets to the men’s Rugby World Cup.

The broadcaster will show this year’s edition of the top national teams’ rugby union event across Hong Kong, Singapore, Malaysia, Brunei, Indonesia, Timor-Leste, Philippines, Thailand, Laos, and Cambodia. The 2023 Rugby World Cup will take place in France between September 8 and October 28.

Kevin Sim, head of APAC for Bundesliga International, added: "This deal highlights the demand for Bundesliga from industry-leading broadcasters and reinforces our fan-focused strategy. We are committed to transporting the excitement and emotion of the Bundesliga via our innovative products and localized story-telling approach …”

In recent weeks the Bundesliga has been unveiling its broadcast rights arrangements for the new season in Brazil (a range of streaming options), Japan (Abema), and India (Sony Pictures Networks).

Domestically during the company campaign, the live broadcasters will be pay-TV’s Sky Deutschland, streaming platform DAZN, and both Sport1 and ProSiebenSat.1.