RTLzwei, a German broadcaster, and Warner Bros. Discovery Deutschland, a prominent media company, have announced a groundbreaking collaboration: a joint advertising sales company named El Cartel Brothers. Pending approval from German competition authorities, the new entity is slated to begin operations in 2026.
Based in Munich, El Cartel Brothers will handle the advertising sales for both companies' television and select digital assets within Germany. This strategic move follows the German Federal Cartel Office's rejection of RTL’s Ad Alliance's bid to acquire RTLzwei's advertising sales, a decision that jeopardized the future of RTLzwei's existing sales unit, El Cartel. This unexpected partnership not only secures RTLzwei's advertising future but also introduces a significant new player to the market.
The joint venture aims to leverage the combined marketing expertise of both broadcasters. "This joint venture will be a strong force in the German video advertising market. It brings our complementary portfolios together and combines them into even better offerings for agencies and clients," stated RTLzwei managing director Nicole Glatzmaier. Matthias Heinze, Senior Vice President Commercial and Managing Director for Warner Bros. Discovery in Germany, Austria and Switzerland, added, "Strategic partnerships like this are a forward-looking response to the current changes in the media industry and send a signal of stability and new opportunities for advertising clients."
With the launch of El Cartel Brothers, RTLzwei's internal sales unit, El Cartel, will be dissolved. Employees from both El Cartel and Warner Bros. Discovery's existing sales team will transition to the new company, although leadership details remain unannounced. This collaboration signifies a substantial strategic shift for both organizations.
For RTLzwei, the partnership provides essential advertising support in a market where independent sales operations are becoming increasingly challenging. Meanwhile, for Warner Bros. Discovery, this collaboration is crucial for the 2026 launch of its HBO Max streaming service in Germany, which will include an advertising-supported subscription tier. This was confirmed by Heinze at the recent Media Tasting 2025 conference in Stuttgart.
Warner Bros. Discovery boasts a diverse portfolio of German TV channels, including DMAX, TLC, Home & Garden TV, Eurosport, and Tele 5, along with pay-TV brands such as Discovery Channel, Animal Planet, and Cartoon Network. The inclusion of RTLzwei, renowned for its reality and youth-oriented programming, expands the reach and audience segments within the combined portfolio.