Bundesliga pens global IMG licensing deal

Bundesliga pens global IMG licensing deal
Global agency IMG has been confirmed as the exclusive global licensing representative for Bundesliga International, the German Football League (DFL) subsidiary responsible for internationally marketing the commercial rights for German soccer’s top flight.

Under the deal, IMG and the Bundesliga will develop an innovative licensing programme which will aim to engage global consumers via a number of international distribution channels and 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 Chief Executive.

“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.”

The Bundesliga is looking to tap into its growing international presence. The league is already broadcast in 211 countries and its teams have undertaken tours across North America and Africa.

The league has also recently opened offices in Beijing and New York, while its Singapore base has been operational since 2012.

Statistically, the Bundesliga is also the world’s best supported soccer division in terms of attendance and the second biggest in terms of revenue, behind England’s Premier League.

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

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