Wednesday, June 7, 2023
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IMG appointed as Bundesliga’s exclusive global licensing representative

IMG has announced its appointment as the exclusive global licensing representative for Bundesliga International, a subsidiary of the DFL association, which is internationally marketing the commercial rights of the Bundesliga.

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 partnership will see IMG and the Bundesliga develop an innovative licensing programme designed to bring the league to consumers around the world in dynamic and engaging new ways, 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,” said 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.”

Sven Thierhoff, Vice President of Licensing, IMG, commented: “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.”

The agreement with IMG comes as the Bundesliga is experiencing rapid growth after embarking on an ambitious international expansion journey, with new offices opening in Beijing and New York complimenting its Singapore office which opened in 2012.

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. With the league broadcasted in 211 countries, it’s no surprise that the Bundesliga has been the fastest growing across social media in terms of fan numbers and engagement over the past two seasons, in comparison to the other top European leagues.

During what is unfolding to be one of the league’s most exciting seasons to date, the Bundesliga is working hard to fuel passion amongst existing fans and grow its fanbase, as well as participation and love for football around the world.


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