Star India, India’s leading media conglomerate, starting this summer, has teamed up with DFL Sports Enterprises, the sales entity of the DFL (Deutsche Fußball Liga – German Football League) to bring Bundesliga football to fans in India, Bangladesh, Bhutan, Nepal, Sri Lanka and Maldives exclusively. Under the new license agreement covering five seasons, 2015-16 to 2019-20, Bundesliga will be aired on Star Sports network furthering its reach in the Indian subcontinent.
Bundesliga is Germany’s primary football competition contested by 18 teams and has the highest average football stadium attendance worldwide. The contract grants exclusive media rights to Star India across all platforms (TV, Internet, mobile) in the region. Star Sports will broadcast Bundesliga matches on a live or delayed basis across the India subcontinent, as well as provide LIVE streaming of all matches on its digital platform, starsports.com.
“This signing is a reflection of the success we have had in seeing the Bundesliga recognized as a premium product among leading international markets. Star India provides the ideal environment for the Bundesliga to grow and prosper in India, one of our key strategic markets,” said Jörg Daubitzer, Managing Director, DFL Sports Enterprises, “Bundesliga will be broadcast on Star Sports alongside top football properties such the Hero Indian Super League and the English Premier League as well as other premium sports content like the ICC and BCCI cricket matches; the Summer Olympics; Formula One and Wimbledon tennis.”
According to Sanjay Gupta, COO, Star India, “Our partnership with the Bundesliga is in line with our overall strategy to promote football and build heroes for the millions of sports fans in the country. The German national team won the FIFA World Cup last year and Germany’s in depth grassroots program has bred some of the world’s best players and teams, making the Bundesliga one of the most exciting leagues to watch.”
From fan engagement programs to once-in-a-lifetime opportunity to watch the Bundesliga LIVE, DFL Sports Enterprises on its part, is planning a concerted campaign to support Star in growing the Bundesliga brand in India. DFL Sports Enterprises will provide interesting and relevant interviews of some of world’s best footballing talent and customized content packages of a highly competitive league in order to connect with the fans.
The continuously growing popularity of football in India is well documented. Star India, the leading sports broadcaster in the country, showcases some of the top football leagues in the world and has been steadily customizing and increasing football content available in India. Star India, in partnership with Reliance-IMG, has launched the Indian Super League, India’s very own franchise based football league which has already reset viewership benchmarks for football in India.
Star India is a subsidiary of Twenty First Century Fox which also owns FOX International Channels (FIC), which already has a major agreement with the Bundesliga covering a number of regions worldwide for the 2015-16 season and beyond. Together, Star India and FIC networks will provide coverage of the Bundesliga across North and South America and large parts of Asia, including India, Thailand, Indonesia and Malaysia.