German soccer’s elite Bundesliga has announced a new wide-ranging media rights mix in the Brazilian market after agreeing new partnerships with a host of different broadcasters in the country.
The broadcaster has extended agreements with prominent broadcaster Globo’s SporTV service, streamer Casemiro Miguel’s CazeTV streaming channel, YouTube channel Canal Goat, and commercial network Xsports.
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These refreshed deals will begin with the 2026-27 campaign, and the Bundesliga has said that even more broadcast coverage is yet to be announced.
Robin Austermann, Bundesliga Americas executive vice president, commented on the deal, stating that the mix of multiple broadcasters across pay-tv, free-to-air, and streaming is the best way to reach Brazil’s populace.
He said: “Working with multiple broadcast partners across pay TV, free TV and digital is the winning combination for the Bundesliga in Brazil.
“This model has paid major dividends across all metrics, from viewership to engagement in showcasing football as it’s meant to be to millions of Brazilians. We couldn't be happier to continue our relationship with so many dedicated and committed broadcast partners and are excited for what comes next.”
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By GlobalDataThe Bundesliga claims that it is the most-watched European soccer competition in the Brazilian market, and that in 2024 the number of fans of the league in Brazil had climbed to 24 million.
Over the years, a number of prominent Brazilian players have set foot in the league, including legends such as Lucio, Ze Roberto, Ailton, Grafite, and Dante.
This season, RB Leipzig striker Romulo, and Borussia Dortmund’s Brazil national team full-back Yan Couto are among the eight Brazilians currently plying their trade in the division.
Austermann continued: “With further deals still to come in Brazil and beyond, it is a statement of intent that Bundesliga Americas is strengthening the league’s position as the most watched European league in Brazil, with a model that not only delivers revenues, but is resetting the standard for audience engagement.”
Currently, the Bundesliga has seven different broadcasters in Brazil, with networks RedeTV, TV Cultura, and the OneFootball service (the league’s official distribution platform partner in the country) also factoring in to the equation.
The importance of using outlets such as CazeTV to target young demographics has been demonstrated in recent months, with OneFootball collaborating with its fellow Bundesliga rightsholder to host content channels on the platform.
The Bundesliga has endeavoured to utilize technology in its international expansion efforts also, and recently highlighted its partnership with Amazon Web Services (AWS) as key to the growth in the Brazilian market in recent years.
Speaking at a panel attended by Sportcal (GlobalData Sport), Bundesliga head of international cooperation Tom Julian said: “At the back end, [AWS] 5G allows us to be a lot more flexible in how we do our broadcasting… For new broadcasters, and how we assess the market, it makes it much easier to use AI and work out what is the demographic of the market.
“For example, in Brazil, we have seven different broadcasters, because Brazil is a digital-first market. So how do we reach these new audiences? Is it through traditional subscriber broadcasters, or is it that you go through someone like CazeTV in Brazil, which is reaching the young audiences?
“AI allows us to do that much quicker, allows us to present ourselves much better, and say, ‘okay, in this market, seven broadcasters is the way to go.’ It's a lot of work, but it's the way to go to become the best watched.
Indeed the pair's long-running partnership, which began in 2020, was expanded in 2024 to include AI provision, with a focus on three core areas: fan experience (automated translation, personalization, and localization), media production (use of cloud infrastructure in media production and the moving image archive), and data services (automated recognition of match events, applying the statistics portfolio developed for the Bundesliga to other leagues).
