Sony Pictures Networks India (SPN) said on Wednesday that it has agreed to a two-year deal with Bundesliga International, a subsidiary of the DFL Deutsche Fußball Liga, for exclusive media rights to broadcast the Bundesliga in India and the subcontinent. Bangladesh, Bhutan, Nepal, Sri Lanka, the Maldives, and Pakistan are also part of the arrangement, according to the corporation.
The agreement, which has already begun, will last through the end of the 2022-23 season, with fans able to watch live Bundesliga activity on SPN’s linear sports channels and on-demand OTT platform, SonyLIV.
Commenting on the development, SPN Chief Revenue Officer, Distribution and Head – Sports Business Rajesh Kaul said: “The Bundesliga is among the most popular club football leagues in the world and boasts of a strong fan following in India, making it a perfect addition to Sony Pictures Network’s portfolio of elite international events.”
He further said: “We are looking forward to working with Bundesliga to serve our viewers in India and the Indian subcontinent with the best coverage of Germany’s leading football competition.”
Bundesliga International Chief Executive Officer Robert Klein said: “With this new deal, we can guarantee Bundesliga fans a place to watch their team every single matchday. We are looking forward to working with Sony Pictures Networks India throughout India and the Indian Subcontinent to deliver all the twists and turns of the next Bundesliga seasons.”
He stated that to promote the popularity of the Bundesliga in India, on-the-ground initiatives will be continued in India to bring German football to local fans so that they could engage personally.
Bundesliga organized the Oktoberfest Experience in 2019, where FC Bayern Munchen legend Klaus Augenthaler joined fan groups in Mumbai for a ‘Klassiker Fan Match,’ and the season before, German football legend Lothar Matthaus visited a football school and an FC Bayern fan club in Kochi and Mumbai to meet and interact with fans