The DFL has announced that they have agreed to a long-term partnership with marketing firm Relevant Sports to help grow the Bundesliga in the Americas.
The partnership will help market the media rights for the 2026-27 season onwards with ESPN currently holding the rights in the US and DAZN holding the rights to show the Bundesliga in Canada. On top of this, Relevant Sports will also help tailor content for the localisation of the league with a highlight on players from the region, such as USMNT players in the Bundesliga or Exequiel Palacios at Bayer Leverkusen.
Relevant Sports already have experience in football as they have been involved in the International Champions Cup, which clubs compete in during pre-season. RSG has also been involved in selling the international rights of Serie A in the US, which is currently owned by CBS.
They also have a similar partnership to the Bundesliga with LaLiga which helps promote the league in North America. RSG were also one of the main players in trying to have a LaLiga game hosted in Miami. This idea also means Relevant is currently involved in a lawsuit with the United States Soccer Federation after the federation rejected this idea.
At the beginning of this year, the Bundesliga fans rallied against an investor deal to help improve the money and reach of the Bundesliga.
GGFN | Jack Meenan
