Bundesliga International has agreed on a two-year regional partnership with MCW, granting them a range of marketing rights for use on their digital outlets across Asia.

Through this agreement, MCW acquires a number of exclusive marketing assets to use for its sports markets, including the use of competition logos for Bundesliga and Bundesliga 2, use of Meisterschale image and player image rights in accordance with DFL’s group marketing guidelines. The agreement also includes regionalised virtual LED perimeter advertising at the 2024 Supercup.

The deal begins immediately, and will run until the conclusion of the 2024-25 season, including the 2024 Supercup and the Bundesliga’s relegation matches at the end of the season.

The agreement includes MCW’s digital sites in the following territories: Indonesia, Malaysia, Mongolia, Vietnam, Singapore, Japan, Cambodia, Thailand, Hong Kong, Bhutan, Sri Lanka, Afghanistan, India, Nepal, Republic of Korea, Bangladesh, Pakistan and The Philippines.

The deal was negotiated by Bundesliga International, subsidiary of the DFL Deutsche Fußball Liga, and SportRadar.

The Bundesliga is the home of Asian stars in Europe, having seen more players come to Germany than any other of the European leagues. At last year’s FIFA 2022 World Cup, eight players from Germany’s top-flight were selected for the Japanese squad, more than any other foreign league. Furthermore, Ballon d’Or nominee Kim Min-Jae became the latest high-profile Korean player to join the Bundesliga when he signed for FC Bayern München ahead of the 2023-24 season start. Off the pitch, Bundesliga International and a number of German clubs have permanent offices throughout the region, ensuring regular engagement with fans across Asia.