Bundesliga and UAE Pro League Sign Memorandum of Understanding to Launch Academy and Deepen MENA Cooperation.

Roger Hampel

From left: Federal Chancellor of the Federal Republic of Germany Friedrich Merz, Peer Naubert (CEO Bundesliga International), Benedikt Höwedes (Bundesliga Legend) and the President of the United Arab Emirates Mohamed bin Zayed Al Nahyan.

Photo: Mohamed Al Hammadi/UAE Presidential Court

Bundesliga has signed a Memorandum of Understanding (MoU) with the UAE Pro League, formalising a multi-dimensional partnership focused on youth development, technical expertise, broadcasting cooperation, and commercial growth across the MENA region.

Announced on 10 February 2026 during an official state visit, the agreement includes the launch of an official Bundesliga Academy in Abu Dhabi and marks a significant step in the league’s long-term regional strategy.

Long-Term Presence in the UAE Bundesliga

A central pillar of the MoU is the establishment of the Bundesliga UAE Academy, which will operate from Sport X Domes in Abu Dhabi. The facility, officially inaugurated as part of the announcement, is positioned as a long-term development hub for local talent, coach education, and grassroots football initiatives.

The academy will be delivered in collaboration with local partner Target Global Sports and will follow the Bundesliga’s youth development framework, which has become a reference point internationally for structured pathways, professionalism, and sustainability.

Broader Scope: Broadcasting, Fan Engagement, and Commercial Cooperation

Beyond youth development, the MoU outlines cooperation across several operational areas, including:

• technical and sporting expertise

• broadcasting and media collaboration

• fan engagement and digital growth

• commercial and marketing development

The partnership aligns with the Bundesliga’s expanding media footprint in the region, supported by a broadcast partnership with MBC Group, which has significantly increased reach and localised storytelling across Arab markets.

The league has also recently launched its first Arabic-language Instagram channel, BundesligaAR, signalling a targeted approach to regional fan engagement built around language, culture, and consumption habits.

Institutional and Political Context

The MoU exchange took place in the presence of German Chancellor Friedrich Merz and UAE President Mohammed bin Zayed Al Nahyan, underlining the agreement’s broader diplomatic and institutional significance.

The MoU was formally exchanged by Abdullah Nasser Al Junaibi, Chairman of the UAE Pro League and Senior Vice President of the UAE Football Association, and Peer Naubert, CEO of Bundesliga International.

Executive Comments

Peer Naubert described the agreement as a strategic commitment rather than a symbolic gesture:

“By formalising our collaboration with the UAE Pro League and launching a Bundesliga Academy in Abu Dhabi, the Bundesliga establishes a permanent presence in the region and demonstrates long-term commitment to developing football at every level.”

Abdullah Nasser Al Junaibi highlighted the agreement’s role within wider bilateral relations:

“This agreement stands as another positive outcome of the close ties between the United Arab Emirates and the Federal Republic of Germany, and a foundation for meaningful collaboration in football development.”

Abu Dhabi Office and Regional Strategy

The MoU coincides with the opening of Bundesliga International’s regional office in Abu Dhabi, reinforcing the league’s intent to operate locally rather than remotely within the MENA market.

According to league data, the Bundesliga has become the fastest-growing European league in the region, driven by sustained on-ground activations, broadcast reach, and culturally adapted content strategies.