Bundesliga International and sports technology company Sportradar have announced the extension and expansion of their global partnership for an additional six years, running until the end of the 2031-2032 season.
The extended agreement aims to deliver innovative data and audiovisual products to fans of Germany’s football competitions. Bundesliga International is a subsidiary of DFL Deutsche Fußball Liga, which is responsible for the operations, licensing and marketing of the leagues and players.
The current partnership was scheduled to conclude at the end of 2025-2026 season. However, with the early renewal, Sportradar secures a range of rights, including sublicensing video content from Germany’s top two divisions to its global network of sportsbook clients, and the exclusive collection and distribution of live match data for betting purposes.
Additionally, Sportradar will provide betting and streaming rights for all matches in the WOW Virtual Bundesliga, the DFL’s esports offering, while expanding and enhancing its Virtual Sports Bundesliga product. The partnership will also see further efforts to combat match-fixing through education, prevention services, and the utilization of Sportradar’s Universal Fraud Detection System (UFDS).
This extended agreement continues Sportradar’s status as the official provider of betting and streaming rights for the Bundesliga and Bundesliga 2 (outside of the DACH region) and includes other DFL properties such as the German Supercup and each season’s relegation playoff matches. It also enhances Sportradar’s position to collect and distribute official data.
Both parties are committed to the advancement of sports technology and the development of innovative products and services to engage the market and create immersive experiences for sports fans across the globe, Sportrdar said in a statement.
Peer Naubert, Bundesliga International’s Chief Marketing Officer, said: “The Bundesliga has long been regarded globally as a frontrunner when it comes to cutting edge innovation, and our long-term partnership with Sportradar continues to reflect this.
“From the start, we have been aligned in pushing the boundaries of technology for the benefit of the fan, and this early prolongation, which by the end will take us to more than 25 years of collaboration, is an outcome of the trust and excitement we share for the future.”
Moritz Gloeckler, Sportradar SVP Rights and Strategic Projects, said: “We are the ideal partner to work with the Bundesliga in widening and deepening their fan base through the development of new AV and data-driven products, using the latest technologies such as augmented streaming and AI.
“This agreement aligns with our broader strategy to selectively invest in long-term rights across key global sports which enable the continued innovation and enhancement of our offerings for our clients. We look forward to many years of partnering with the Bundesliga to redefine the soccer fan experience.”
