Roger Hampel
Credit: DFL
Bundesliga International Expands Reach with New and Extended Broadcast Partnerships in Sub-Saharan Africa
Key Highlights:
StarTimes and Azam TV sign three-year extensions for Bundesliga coverage
New partnership with ZAP for Angola and Mozambique
Prolonged partnership with SABC in South Africa and addition of Media Business Solutions for FTA rights in further territories
Existing deals with Canal+ and New World Television continue
Bundesliga International has fortified its broadcast presence in Sub-Saharan Africa through renewed and new partnerships with key television networks. As the 2024-25 Bundesliga season approaches, the organization has ensured that fans across the region will have extensive access to German top-flight football.
Extended Agreements with StarTimes and Azam TV
Bundesliga International has renewed its agreements with long-standing partners StarTimes and Azam TV for an additional three years, set to conclude at the end of the 2026-27 season. These partnerships underscore the successful collaboration that has spanned over a decade with StarTimes, which now includes Bundesliga 2 rights. StarTimes and Azam TV will continue broadcasting in multiple local languages, catering to a diverse and widespread audience.
Azam TV, originally focused on local language broadcasts, will now expand its reach across Tanzania, Botswana, Burundi, Kenya, Malawi, Rwanda, Uganda, Zambia, and Zimbabwe. This expansion highlights the growing popularity and demand for Bundesliga coverage in the region.
New Partnership with ZAP for Angola and Mozambique
In a significant move, Bundesliga International has partnered with ZAP to deliver Portuguese-language coverage to Angola and Mozambique. This new agreement aims to enhance engagement with the football-loving populations of these countries, totaling over 65 million people. The inclusion of ZAP reflects Bundesliga International’s commitment to expanding its footprint and bringing high-quality football content to more fans.
FTA Rights and SABC Partnership Extension
Bundesliga International has also extended its partnership with South Africa’s public broadcaster SABC for another two seasons, ensuring continued free-to-air (FTA) coverage. Additionally, Media Business Solutions (MBS) has been entrusted with sub-licensing FTA rights across Sub-Saharan Africa. MBS will work closely with Bundesliga International to secure sponsors, enhancing the overall viewing experience and accessibility of Bundesliga matches.
Continued Collaboration with Canal+ and New World Television
The existing relationships with Canal+ and New World Television will remain in place, providing extensive coverage of Bundesliga matches in Francophone Africa. These partnerships, which began with the 2023-24 season, continue to play a crucial role in bringing Bundesliga action to a wider audience.
Bundesliga’s Commitment to African Fans
Peer Naubert, Chief Marketing Officer of Bundesliga International, emphasized the league’s deep-rooted connection with African football fans. He stated, “The Bundesliga has a long and storied history in Africa. From the pioneering television program ‘Football Made in Germany’ to today’s comprehensive distribution strategy, we have always aimed to connect with our African audience. Our goal is not only to deliver exceptional broadcasts but also to create meaningful opportunities for fans to engage with the Bundesliga.”
Naubert highlighted the importance of showcasing African talent in the Bundesliga. Players like Odilon Kossounou, Sebastian Haller, Serhou Guirassy, and Victor Boniface continue to make significant impacts, both in their clubs and on the international stage.
Looking Forward
As Bundesliga International strengthens its network of broadcast partners, it remains committed to its mission of bringing “Football As Its Meant To Be” to fans worldwide. The collaboration with StarTimes, Azam TV, ZAP, SABC, MBS, Canal+, and New World Television marks a significant step in enhancing the league’s presence and fostering a deeper connection with football enthusiasts across Sub-Saharan Africa.
Source: DFL
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