The Bundesliga has announced a four-year extension of its broadcasting agreement with south-east European broadcaster United Media. This deal ensures continued coverage of the German football league across nine territories, including the Balkans, Bulgaria, Greece, and Cyprus, until the end of the 2028-29 season.
While financial details remain undisclosed, the partnership is significant for both parties. United Media, a prominent multi-play operator in the region, boasts 55 broadcast channels reaching an impressive 41.5 million viewers across a vast area.
“Working with long-term partners lays the foundation for delivering a world-class product and, by extending our collaboration with United Media, we have secured high quality coverage in the Balkans, Bulgaria, Greece and Cyprus,” said Peer Naubert, Chief Executive Officer of Bundesliga International. “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. Working directly with United Media, our focus is to deliver the best of the Bundesliga to those fans – telling the stories that matter to them day-in and day-out,” Naubert added.
The connection between the Bundesliga and south-east Europe is deeply rooted. Many notable players from the region have graced the Bundesliga pitches. Andrej Kramaric, for instance, has become a record-breaking goalscorer for TSG Hoffenheim. Furthermore, the success of coaches like Niko Kovač and players like Edin Džeko further highlights this strong link.
“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,” said Nemanja Simeunović, Sports Programming Coordinator at United Media. “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,” Simeunović concluded.