StreamTime Sports Inside the Bundesliga’s international media strategy
Jan 28, 2026
Peer Naubert, CEO of Bundesliga International, leads the league’s global media and marketing push. He discusses prioritizing brand equity, the glass-to-glass production model, how player nationalities shape international fandom, the UK YouTube and creator strategy to reach younger viewers, and tailored market distribution and partnerships to boost visibility worldwide.
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Branding Before Revenue
- Bundesliga positions itself as "football as it's meant to be" to build brand equity before revenue.
- Stadium atmosphere, low ticket prices and on-pitch style are core differentiators for international appeal.
Global Mix With Local Execution
- The Bundesliga uses a marketing mix including owned media, creators and grassroots to localize growth.
- They operate eight global offices to 'think global, act local' and execute consistently.
Player Moves Drive Instant Ratings
- Player nationality drove measurable ratings spikes, like Luis Díaz driving ~4x ratings after his move to Bayern.
- His announcement video alone reached over 60 million viewers, showing direct player impact on reach.