Bundesliga Clinches Three-Year Pact with MBC Group

Bundesliga International has signed a three-year agreement with MBC Group, bringing coverage of the German football league to viewers across the Middle East and Africa.

The pact encompasses multiple games per match day on free-to-air as well as a joint marketing strategy to scale the league in the region. Three matches per week will be carried on the free-to-air channel MBC Action, with the season’s opening match being carried on MBC1. All matches will be delivered on Shahid.

“We are proud to work with the region’s leading player, and one that is committed to bringing the Bundesliga closer than ever before to millions of football fans,” said Peer Naubert, CEO of Bundesliga International. “As one of the fastest growing regions for football fandom, and in particular within the female demographic, the Middle East and North Africa is central to our global growth strategy, and our partnership is built on a 360-degree, localized approach that will ensures we are telling the stories that matter in a relevant and engaging way. From the world-class product on the field, to our unique and unrivaled clubs and fans, MBC’s phenomenal reach and position as a media and entertainment superpower will ensure that together we deliver the best of the Bundesliga day-in and day-out.”

“We are proud to partner with the Bundesliga, bringing the next three seasons of the German Premier League to the MENA region exclusively across MBC broadcast and streaming platforms,” said Mike Sneesby, CEO of MBC Group. “Our partnership will extend beyond broadcasting rights to also include marketing and promotion, as well as exchanging comprehensive technical expertise, and much more. This new agreement is part of our strategic objective to bring the best international sports to millions of fans across the Arab world and the entire region and will allow them to enjoy all the magic of German football.”