The German Football League (DFL) has solidified its presence in the Asian market by signing a fresh Memorandum of Understanding (MoU) with China Media Group (CMG). The agreement, signed on February 26, 2026, secures domestic broadcast rights for the Bundesliga in China through the end of the 2027/28 season, marking a significant milestone in a partnership that has spanned over three decades.
The deal was finalized in Beijing by DFL Chief Executive Steffen Merkel and CMG President Shen Haixiong. Beyond traditional broadcasting, the MoU broadens cooperation to include content development, club exchanges, and industrial collaboration, ensuring the Bundesliga remains the most embedded European football league in the Chinese sports ecosystem.
1. Three Decades of Continuity
The relationship between the Bundesliga and CCTV (under CMG) dates back to 1995. In an era of volatile international media rights, this 30-year partnership stands as a rarity. CMG will continue to provide live coverage of Bundesliga matches from the 2025/26 season through 2027/28, offering long-term certainty for fans and sponsors alike in one of the league’s most strategic overseas markets.
2. Deep Local Integration
Unlike other European leagues, the Bundesliga maintains a permanent physical presence in China through its Beijing office and several club footprints, including:
- Bayern Munich and Borussia Dortmund: Long-standing hubs for fan engagement.
- Wolfsburg, Eintracht Frankfurt, and Borussia Mönchengladbach: Active participants in local football development.
3. Structural Growth and “Bundesliga Dream”
The DFL continues to position its academy system as a global model for structural growth. Through the “Bundesliga Dream” initiative, the league hosts Chinese youth squads in Germany, fostering talent development and strengthening the cultural and athletic ties between the two nations. This grassroots approach is designed to complement the high-profile broadcast deal, creating a holistic ecosystem for German football in China.