The German league has expanded its commercial footprint in the United States by striking a multi-year agreement with Polymarket, becoming its official prediction partner in the U.S. market starting from the 2026–27 season, which kicks off in August. The deal is managed through Relevent Sports and represents the Bundesliga’s first regional sponsorship agreement in the…
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…
Bundesliga has announced a major long-term agreement with Adidas, extending its role as official match ball supplier for both the Bundesliga and Bundesliga 2 until 2034. The deal, which begins in the 2026–27 season, replaces previous supplier Derbystar and secures Adidas as the league’s official ball partner for an additional four seasons beyond its previous…
The Bundesliga has strengthened its footprint in Southeast Asia after securing a new three-year broadcast and partnership deal with Thai telecom provider AIS, beginning from the 2026–27 season. The agreement will see all nine Bundesliga matches per matchday broadcast live on the AIS PLAY platform, along with the Franz Beckenbauer Supercup, reinforcing the league’s commitment…
Every time a footballer pulls on their shirt, they are also wearing an advertisement. That has been true since the 1970s. What has changed — season by season, league by league — is whose logo makes it onto the chest, and what that choice reveals about the business of football in different corners of Europe….
Hamburger SV launched an innovative campaign ahead of its league match against 1. FC Köln, drawing widespread attention across German football. For the first time in the club’s history—and possibly in professional football—players took to the pitch wearing shirts that had previously been worn by supporters. This reversed the traditional concept, where players typically give…
The 36 clubs across Bundesliga and 2. Bundesliga have voted in favor of a new Financial Fair Play (FFP) regulation that limits club spending on player wages to 70% of revenue, following a model similar to one soon to be adopted by the Premier League. Morningstar DBRS, one of the world’s leading credit rating agencies,…
The German Bundesliga has officially expanded its innovative “creator-centric” broadcast model to Canada through a strategic partnership with the Creator Sports Network (CSN). For the remainder of the 2025-26 season, select matches will be livestreamed by popular online content creators, allowing the league to tap into a younger, digitally native audience. Through this deal, creators…
Puma and Borussia Dortmund have unveiled a special edition jersey for the 2025/26 season to mark the 100th anniversary of the historic Rote Erde stadium. The kit pays tribute to the iconic venue, which opened a century ago and sits next to Signal Iduna Park in Dortmund. Once the home stadium of the club’s professional…
VfB Stuttgart has officially launched a comprehensive youth football exchange programme in partnership with the Chinese city of Nanjing. This initiative represents a significant expansion of the Bundesliga club’s international footprint, deepening its ties with a key strategic market. Programme Highlights The partnership, facilitated through the VfB Football School, is designed to create a sustainable…
