Bundesliga International unveils multi-faceted broadcast strategy in Brazil

  • Bundesliga International is working directly with seven broadcasters across subscription, Free-To-Air and digital channels
  • Strategy focuses on maximising opportunities for fans to watch the Bundesliga, including SporTV, Brazil’s leading subscription-based channel from Globo, and other innovative new streaming options with CazéTV and GOAT
  • The Bundesliga has a strong relationship with Brazil, having seen more Brazilian players playing in the top-flight than any other nation outside of Germany

Bundesliga International has confirmed deals with multiple broadcasters throughout Brazil to ensure fans across the nation can watch their favourite players and clubs every matchday.

In total, seven broadcasters will show Bundesliga matches for the 2023-24 season on a non-exclusive basis, providing a multi-faceted approach that includes subscription, Free-To-Air (FTA) and digital streaming services.

Globo’s SporTV, Brazil’s premiere subscription platform, will show two Bundesliga matches each matchday, positioning it alongside the domestic league in Brazil and highlighting the prestige of German football within the country. SporTV will also feature a range of shoulder programming across Globo’s entire network including highlights and preview shows, to keep football fans up-to-date with all the latest from Germany. Alongside SporTV, the recently launched pay-TV channel Nosso Futebol will also feature two matches per matchday from Germany’s top-flight.

Digital streaming options provide further options for fans, directing the Bundesliga towards a new generation of viewers. Record-breaking YouTube and Twitch channel CazéTV will show one top match every matchday, with their network of world renowned content creators, including the likes of Casemiro, presenting matches to fans each week. In addition, GOAT, an exciting new football-centric YouTube channel will show two matches in total – spotlighting a range of Bundesliga clubs throughout the season.

OneFootball has retained its broadcast rights as Bundesliga’s Official Distribution Platform Partner in the territory, showing every match from the Bundesliga as well as various content formats of the Bundesliga’s comprehensive content portfolio via the OneFootball app, making it the only place to watch all Bundesliga and Bundesliga 2 action each week.

Furthermore, RedeTV! and TV Cultura will each broadcast one match per matchday FTA, further enhancing the chances for football fans to watch the Bundesliga in Brazil via traditional linear TV. TV Cultura was the Bundesliga’s first live broadcaster in Brazil, having held the rights during the 1991-92 season.

Being so present on a range of digital channels further enhances the reach of the Bundesliga, whilst maintaining traditional viewing options to satisfy fans throughout the country.

Bundesliga International Chief Marketing Officer Peer Naubert said: “We are delighted to announce our new line up of great media partners, launching a multi-platform strategy that offers fans in Brazil the widest possible range of viewing options. It was clear to us how important it is to have multiple choices, having seen the audience of fans interested in the Bundesliga grow by more than 50% in the last few years. With more young people than ever watching via digital streaming platforms, we are convinced that our strategy can help to further increase our audiences. In particular, working with the likes of CazéTV and GOAT, we are communicating with younger audiences in their language while retaining a strong presence on leading linear TV channels like SporTV. We already saw that last weekend, when we had record numbers in concurrent viewers for the 2023 Supercup. Adding these new platforms, when we are already the most-watched European league in Brazil, can only help us to inspire and engage the next generation of football players and fans.”