IMG will continue handling the international distribution of archive footage from the Bundesliga after agreeing to a new multi-year extension with the Deutsche Fußball Liga (DFL).
Under the renewed agreement, IMG will retain responsibility for licensing archive footage from the Bundesliga, Bundesliga 2 and the Franz Beckenbauer Supercup outside the DACH region, continuing a partnership that has been in place since 2012.
The deal highlights the growing commercial importance of archive rights in the streaming era, as sports properties increasingly monetize historical footage through documentaries, digital storytelling and nostalgia-driven content strategies.
According to the DFL, its DFL Media Hub houses nearly 250,000 hours of footage covering more than 60 years of German football history, dating back to the Bundesliga’s inaugural 1963-64 season.
Robin Austermann, head of European audiovisual rights at Bundesliga Media, described the extension as a reflection of the long-standing collaboration between the two organizations.
“Our long-standing partnership with IMG to market our international archive rights is a testament to the trusted collaboration we have built over many decades,” Austermann said.
“IMG’s expertise and commitment have been instrumental in bringing the rich history of the Bundesliga to audiences around the world, which not only preserves our heritage, but also continues to unlock new opportunities for innovation and storytelling for future generations of fans.”
The agreement further strengthens IMG’s archive portfolio, which already includes partnerships involving the Premier League, World Rugby, Wimbledon Championships and Ultimate Fighting Championship.
Bill Hawes, senior director of archive at IMG, said the Bundesliga’s historical content remains one of the most valuable football archives globally.
“With over 60 years of football history, the Bundesliga archive remains one of the most valuable and engaging sports archives for storytellers and content creators globally,” he stated.