By Naman Ramachandran
Exclusive broadcast and digital rights to Bundesliga, Germany’s top-flight soccer league, in India have landed at Zee Entertainment Enterprises in a five-year deal.
Coverage begins with the 2026–27 season on Zee’s streaming platform Zee5 and its Unite8 Sports television channels.
The agreement gives Indian audiences access to live Bundesliga matches, highlights, and dedicated shoulder programming across both platforms. The deal builds on Zee’s earlier deal with FIFA for the ongoing soccer World Cup, which had already placed the company among the leading holders of the sport’s rights in the territory.
Bavesh Janavlekar, chief business officer, Unite8 Sports, Zee Entertainment Enterprises, said: “Bundesliga is one of the most exciting football [soccer] leagues in the world, renowned for its passionate fan culture, world-class clubs and commitment to developing young talent. Through this partnership, viewers will have the opportunity to watch some of the biggest stars in world football, including Harry Kane, Jamal Musiala, Michael Olise, Joshua Kimmich and many other top international talents who light up Bundesliga week after week, across the year. At ‘Z’, we remain committed to contributing towards the growth of football in India. Through this partnership, we aim to create a meaningful and lasting impact by supporting grassroots development, strengthening pathways for young talent and enabling fans to actively participate in the growth journey of football in India. Together with Bundesliga, we will also launch the Z X Bundesliga Football Week, bringing grassroots football clinics and development programmes to young aspiring footballers across India, while providing access to world-class coaching expertise and international best practices.”
Popular on Variety
Peer Naubert, chief commercial officer of Bundesliga Media, added: “We have been investing in India for many years because we believe long-term relevance is built through sustained local engagement, not broadcast reach alone. India is not simply a market for the Bundesliga; it is a country where we have consistently invested in football, in partnerships and in people. This partnership with Z reflects that philosophy. Their outstanding reach, local expertise and multi-platform capabilities will bring the Bundesliga closer to millions of fans across India. Just as importantly, our shared commitment to grassroots football means we are investing not only in audiences, but in the long-term development of the game itself. For us, media partnerships mark the beginning of a long-term relationship, not the end of a transaction. Together with Z, we want to inspire the next generation of Indian footballers, strengthen local football structures and deepen the connection between India and the Bundesliga for generations of football fans.”
As part of its soccer development initiative, Zee had previously committed to directing 15% of Zee5’s soccer-related subscription revenues toward identifying, training, and uplifting young talent across India. The arrangement means every Zee5 soccer subscriber will have a stake in that funding pipeline.
The Bundesliga’s India fan base has grown by over 50% across the last four seasons, a trajectory the league has supported through club activations, fan engagement efforts, and youth development work on the ground. It continues to collaborate with local stakeholders to strengthen soccer infrastructure and raise technical standards at multiple levels.
Zee Entertainment Enterprises operates across more than 190 countries, with a stated reach of over 1.4 billion people worldwide.
A Variety and iHeartRadio Podcast
The Business of Entertainment
Leave a Reply