Sony Pictures Networks India gets 3-year media rights extension for Bundesliga International

The deal will cover the 2025-26 season and will feature all 18 teams of the Bundesliga. As part of the extension, the league will introduce a simultaneous viewing option for five matches played on Saturday evenings.

Peer Naubert, the chief marketing officer of Bundesliga International, emphasized the importance of building long-term relationships with Sony Pictures Networks India. He highlighted that the league has experienced a doubling of its live audience numbers in the last two seasons and aims to connect with fans around the world.

Naubert also praised the Bundesliga’s reputation as a hub for Asian talent, with more Asian players participating in the league compared to the top four European leagues combined. He expressed the league’s desire to inspire the next generation of Indian football talent through its collaboration with Sony.

Rajesh Kaul, chief revenue officer for distribution and international business at Sony Pictures Networks India, stated that the Bundesliga’s broadcast on their network has witnessed significant viewership growth. He attributed this to the league’s stature, the legacy of its clubs and players, favorable broadcast timings, and effective marketing strategies.

In May 2023, Bundesliga International organized a 15-day training camp in Germany for the India U-17 national team. The camp included training sessions and friendly matches against youth teams from FC Augsburg and VfB Stuttgart, in collaboration with the All India Football Federation (AIFF) and the German Football Association (DFB).