German soccer’s elite Bundesliga has renewed its partnership with Asian iCasino operator Mega Casino World (MCW), bolstering the league’s presence in one of its target markets.
Beginning with the August 16 season-opening German Super Cup, the two-year deal will run through the end of the 2026-27 campaign, with Mega Casino World remaining the league’s exclusive commercial partner for the category in the Asia region.
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This enhanced partnership will include increased presence for MCW on the Bundesliga’s social media and digital channels in the region through marketing campaigns.
This will be supported by the distribution of co-branded merchandise and the inclusion of ticketing access to any Asian tour matches played by Bundesliga teams across the course of the deal.
MCW first partnered with the Bundesliga in 2023, and this latest renewal is the first to include marketing rights for the annual Super Cup, which once again will see MCW branding appear on virtual LED pitch-side displays on broadcasts in the Asia region, an activation that first took place in 2023.
Speaking on the deal, MCW chief marketing officer Lee Yong Fuk commented: “This strategic alliance not only amplifies our presence across Asia but also brings unparalleled access to one of Europe's most prestigious football leagues.
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By GlobalData“Together, we are set to create engaging, world‑class experiences that resonate with fans and deliver unmatched excitement across our collective markets."
Over the last few weeks, Bundesliga rights for the next few seasons have been snapped up by subscription streaming service DAZN in Japan, state-owned media and telecoms heavyweight Viettel in Vietnam, and free-to-air channel PPTV in Thailand, among other prominent Asian markets.
The region is a major focus for the Bundesliga, which is building its global presence to compete with the likes of England’s Premier League and Spain’s LaLiga, and the league has signed several memorandums of understanding in these markets.
In April, for example, Bundesliga International strengthened its presence in China by signing a joint declaration with mobile streaming service and domestic broadcast partner Migu.
The German top-flight has more than 20 content partners in strategic growth markets, such as digital media platforms Minute Media in North America and Khel Now in India.
Last December saw the league team up with OneFootball, the soccer video and editorial site, to launch a dedicated international OTT platform in select territories. Following the service’s initial debut in India in August, offering exclusive live coverage of all second-tier Bundesliga 2 matches, the Bundesliga Pass OTT service was rolled out to Vietnam and South Africa.
