United Media secures four-year renewal for Bundesliga rights in Southeast Europe

Bundesliga International has renewed its long-term partnership with United Media, securing exclusive broadcast rights across nine Southeast European territories until the conclusion of the 2028–29 season.

The four-year extension ensures that fans in Bosnia & Herzegovina, Bulgaria, Croatia, Cyprus, Greece, Montenegro, North Macedonia, Serbia, and Slovenia will continue to enjoy full access to Bundesliga and Bundesliga 2 fixtures. The deal also includes coverage of the promotion/relegation play-offs and the Franz Beckenbauer Supercup, consolidating United Media’s status as the premier destination for German football in the region.

United Media has held these rights since the 2021–22 season, delivering comprehensive live coverage enhanced with in-depth studio analysis and localized programming designed to engage diverse football audiences.

Peer Naubert, CEO of Bundesliga International, underlined the importance of the renewal and said, “Historically, the Bundesliga has had more players from south-east Europe than any of the top five leagues, and the region is a hotbed for fans who are passionate about our unique brand of fast-paced attacking football. By extending our deal with our trusted partner United Media in the Balkans, Bulgaria, Greece, and Cyprus, we have secured high-quality coverage in the respective markets, ensuring that millions of fans in the region stay connected to Football As It’s Meant To Be.”

Nemanja Simeunović, Sports Programming Coordinator at United Media, added, “We are delighted to extend our successful partnership with the Bundesliga and to continue bringing this world-class competition to sports fans across our markets. The Bundesliga is renowned for its quality, passion, and fast-paced football, and it has a special place in the hearts of our viewers – not only because of its on-field excellence but also because so many talented players from our region have left their mark in Germany. This new four-year deal ensures that fans will enjoy exclusive coverage of every thrilling moment, with the highest production standards and expert commentary they have come to expect from United Media.”

The extension aligns with the Bundesliga’s global strategy of forming long-term broadcast partnerships to deepen fan engagement. With its blend of world-class talent, emerging stars, and a dynamic style of play, the league has steadily expanded its international reach. Southeast Europe—where football fandom runs deep and broadcast infrastructure is robust—remains a priority growth market.

The deal follows recent international moves, including Bundesliga International’s agreement with DAZN for exclusive rights in Japan, signaling the league’s continued expansion across global markets.

By securing widespread coverage in millions of households across Southeast Europe, the Bundesliga reinforces its position as one of the world’s most prestigious and widely followed football competitions.