The DFB, the German soccer federation, has brought in Kay Dammholz, an experienced agency, league and media executive, to be the head of its media rights department.

Dammholz has taken up his new role today, and will be responsible for the domestic and international marketing of media rights, production and product management, plus the DFB’s own digital platforms.

He brings more than 20 years of industry experience, including almost eight years as vice president sales for audiovisual rights at DFL Sports Enterprises (now Bundesliga International), an arm of the German Football League, marketing international rights to the Bundesliga, from 2008 to 2016.

Dammholz was subsequently managing director of rights and distribution for DAZN, the OTT sports streaming platform, in German-speaking countries from 2016 to 2018.

Since 2018, he has been serving as chief executive of SASS Media, a boutique sports marketing and agency that he established with former Bundesliga colleague Robert Niemann, and last December became an advisor to Gravity Media, the international provider of live broadcast facilities and production services.

Earlier in his career, Dammholz worked for prominent sports agencies Sportfive and Kentaro.

Looking ahead to his new role at the DFB’s media rights division, he said: “I would like to thank you for your trust and look forward to further developing the content of the department with my new colleagues and to strengthening the media presence of the leagues, competitions and national teams of the DFB in the interests of the fans.”

In late April, the DFB launched the domestic tender for broadcasting rights to the DFB-Pokal, the German knockout clubs competition, for four years starting with the 2022-23 season.

The DFB is now marketing all media rights to the competition itself having last year split with Infront, the international sports marketing agency, bringing to an end a 40-year relationship between the organisations.