Bundesliga International, the global commercial rights division of the top German soccer league, has hired digital media specialists Minute Media, founder of the global soccer network 90min, as its official content partner to boost its presence in North America.
The deal starts with Borussia Dortmund’s pre-season US tour across San Diego, Las Vegas, and Chicago where Minute Media will provide behind-the-scenes content on 90min, as well as in-depth features with selected athletes from the Bundesliga on its athlete-first platform The Players’ Tribune.
Starting with the 2023-24 season, Minute Media’s sports platforms will gain access to a wide range of content from the top-tier Bundesliga and second-tier Bundesliga 2, including the latest highlights, interviews, and archive footage.
The Bundesliga is hoping to expand its profile in North America through the tie-up, after recent efforts in the space by Spanish soccer’s LALIGA and as the US prepares to co-host the next FIFA 2026 World Cup alongside Canada and Mexico.
Andres Cardenas, Minute Media’s chief marketing officer, added: “The Bundesliga has long been a well-respected league in the States, and we’re looking forward to increasing editorial coverage for a league with so much history and incredible storylines.
“We are proud and excited to partner with Bundesliga International to increase viewership of German football in the US through unique athlete-first storytelling on The Players’ Tribune and comprehensive match and team coverage via our global football platform, 90min.”
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Peer Naubert, Bundesliga International's chief marketing officer, added: “From the most exciting moments to the behind-the-scenes stories, football captivates us all in different ways, and our global network of content partners allows us to reach different audiences, delivering more than 2.8 billion impressions per season through their various platforms.
“We are excited to tell the stories of these bright young stars, even more so in the US where the FIFA World Cup in 2026 is fast approaching, and know that Minute Media is the right partner to support us on that journey.”
The new deal comes as Bundesliga International looks to boost German soccer’s international profile with regional partnerships after announcing a content deal with Khel Now, an Indian digital media site in January.
That deal sees Khel Now and Bundesliga International work together to create local-language content for Indian fans of German soccer, as well as ‘watch-alongs,’ preview shows, and prize competitions.
In March, the rights division unveiled a partnership across the Middle East and Africa with soccer content producer Footballco to “bring together the biggest storylines from Germany’s top two divisions to fans.”
It followed this up by announcing a five-year extension of its media rights deal in Sub-Saharan Africa with international pay-TV giant Canal Plus.
Image: Mika Volkmann/Getty Images