IMG scores Bundesliga rights

IMG will build out a robust licensing programme for fans of all types as the German top-flight football league continues to attract a growing international audience

Written by Rhys Thomas

Posted 03.06.2019 | Lifestyle

IMG scores Bundesliga rights thumbnail

IMG has been appointed the exclusive global licensing representative for Bundesliga International, a subsidiary of the DFL association which handles the commercial rights of the German football leagues.

IMG has agreed a multi-year deal with the league which is both the world’s best supported football league in terms of attendance, and the second biggest in terms of revenues.

The mulit-year partnership will see IMG and the Bundesliga develop a licensing programme designed to bring the league to consumers around the world, through a range of international distribution channels and high-quality product categories for men, women and children.

“To see the enthusiasm and professionalism shown by IMG throughout our initial discussions provided us with further evidence of the value and attraction of the Bundesliga internationally,” says Robert Klein, Bundesliga International CEO. “Their expertise, combined with a powerful brand like the Bundesliga, will create many more licensing opportunities as we work together to build a wide range of products for fans that will bring ‘Football As It’s Meant To Be’ to life.”

The Bundesliga is the top-flight football league in Germany, the best supported league measured by attendance and second largest in terms of revenue. The agreement with IMG comes as the Bundesliga is experiencing rapid growth after embarking on an ambitious international expansion with new offices opening in Beijing and New York to complement the Singapore office opened in 2012.

Sven Thierhoff, Vice President of Licensing, IMG, says: “We are pleased to represent one of the best football leagues in the world. The Bundesliga has growing global appeal, which makes this an exciting challenge for us as we look to tap into a passionate and international audience.”

Engagement in the league continues to grow year on year across the world, with teams embarking upon tours to the likes of the USA, Asia and Africa in recent months. The league is broadcast in 211 countries, and has outpaced other top European leagues as the fastest growing across social media in terms of fan numbers and engagement.

Top image: Bundesliga 2019 champions Bayern Munich / © 2019 DFL

Interview: “We don’t create for kids, we create with kids” thumbnail

Interview: “We don’t create for kids, we create with kids”

Noel Donegan, who co-founded Zulleon with his wife Luz, discusses the incredible rise of Ooks, their unique digital property where ...

Mip 19: Cosmos-Maya launches distribution division thumbnail

Mip 19: Cosmos-Maya launches distribution division

WowKidz Distribution will launch at next week's Mipcom and aims to “negate the geographical and language barrier for content” into ...

Toon2Tango unveils its futuristic first production thumbnail

Toon2Tango unveils its futuristic first production

Rebel Nature, the first IP from Ulli Stoef’s new studio, paints a stark vision of near-future Earth with a licensing ...

Press Releases

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year

Henson back catalogue hits Amazon thumbnail

Henson back catalogue hits Amazon

More than 100 days’ of The Jim Henson Company’s content including Fraggle Rock now streaming on Amazon Prime Video