IMG Appointed as Bundesliga's Executive Global Licensing Representative.

Bundesliga International, a subsidiary of the DFL association, which is internationally marketing the commercial rights of the Bundesliga.

IMG has agreed a multi-year deal with the league which is both the world’s best supported football league in terms of attendance, and the second biggest in terms of revenues.

The partnership will see IMG and the Bundesliga develop an innovative licensing programme designed to bring the league to consumers around the world in dynamic and engaging new ways, through a range of international distribution channels and high-quality 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 CEO. “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 that will bring ‘Football As It’s Meant To Be’ to life.” 

IMG 1Sven Thierhoff, Vice President of Licensing, IMG, commented: “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.”

The agreement with IMG comes as the Bundesliga is experiencing rapid growth after embarking on an ambitious international expansion journey, with new offices opening in Beijing and New York complimenting its Singapore office which opened in 2012.

Engagement in the league continues to grow year on year across the world, with teams embarking upon tours to the likes of the USA, Asia and Africa in recent months. With the league broadcasted in 211 countries, it’s no surprise that the Bundesliga has been the fastest growing across social media in terms of fan numbers and engagement over the past two seasons, in comparison to the other top European leagues.

During what is unfolding to be one of the league’s most exciting seasons to date, the Bundesliga is working hard to fuel passion amongst existing fans and grow its fanbase, as well as participation and love for football around the world.


About Bundesliga

The Bundesliga is the premier professional association football league in Germany and the football league with the highest average stadium attendance worldwide. The league was established in 1963 and comprises 18 teams which operate on a system of promotion and relegation with the Bundesliga 2. The Bundesliga is broadcast on television in over 200 countries and is operated by the DFL Deutsche Fußball Liga (DFL).

About IMG

IMG is a global leader in sports, fashion, events and media, operating in more than 30 countries. The company manages some of the world’s greatest sports figures and fashion icons; stages hundreds of live events and branded entertainment experiences annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in sports training and league development, as well as marketing, media and licensing for brands, sports organizations and collegiate institutions. IMG is part of the Endeavor network.

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