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

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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

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