The German Football League, abbreviated in German as the DFL, has signed a deal with American media agency Relevent. This agreement will help the Bundesliga sell the media rights of its soccer competitions to audiences on this side of the Atlantic Ocean. In other words, the deal between Relevent and the DFL will help build the Bundesliga’s audience with marketing and sales activities in North, Central, and South America.
The main portion of this is ensuring the Bundesliga signs a new media rights deal with a US broadcaster. Currently, ESPN has the rights to the Bundesliga, an entity it has held since the 2020/21 season. However, those rights expire after the 2025/26 season. It is customary for leagues to find broadcast partners with room to spare to ensure they maximize their value. With the start of the 2024/25 season now behind us, we are in the penultimate year of ESPN’s deal with the Bundesliga.
That is where Relevent steps in. The American media agency has become the premier partner for European leagues in finding broadcast partners in the United States. For example, Relevent acquired the media rights to LaLiga in a 20-year deal to broker deals with American media partners. Relevent is also responsible for broadcast deals in the United States for the UEFA Champions League and the English Football League, an entity it only acquired early in 2024.
ESPN has stated it wants to be a part of the Bundesliga rights going forward. That at least gives Relevent a foot in the door for the next rights deal for the German top-flight division.
Relevent providing success for leagues, and DFL and Bundesliga want in
Stephen Ross, the owner of Relevent, led his company to be part of major deals. The DFL will look at the success of LaLiga, the Champions League and the EFL as points of emphasis for Relevent. LaLiga’s deal with ESPN is eight years, and it is worth $1.4 billion. Relevent scored the UEFA Champions League a record deal from CBS worth…
Source link : https://worldsoccertalk.com/tv/dfl-hires-relevent-to-sell-bundesliga-media-rights-in-usa/
Author : Kyle Fansler
Publish date : 2024-09-19 17:34:10
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