The Bundesliga is looking to significantly increase its exposure across the US and the rest of North and South America by working with Relevent to form a new team.
Beginning effective immediately, the German Football Federation (DFL) has brought in specialists within marketing, sales and PR to focus on the growth of the Bundesliga and 2. Bundesliga in New York and Guadalajara, Mexico, initially.
The new team led by Relevent will open branches in the two aforementioned cities to enhance the exposure and commercial opportunities for the German top-flight league in these respective countries, as well as building on the existing staffbase that currently works in those two markets.
Steffen Merkel, DFL CEO: “The American market is currently in an exciting development phase and offers great potential for the Bundesliga.
“Last summer, the Copa America was held in the USA and the next mega-events in the region are on the horizon, with the 2025 FIFA Club World Cup and the FIFA World Cup 2026.
“These events will drive even more enthusiasm for football, especially among a younger audience. In this respect, it is exactly the right time for such a partnership with the Relevent Sports Group, which has built up an enormous reputation in recent years and stands for ambition, expertise and growth. Together, we will make great strides forward in the marketing of German professional football.”
As mentioned by the DFL CEO, the US soccer market in particular is showing high potential. This is seen in more widespread viewership and attendances, bolstered by the attraction of top European and South American players.
The English Premier League has consistently broken viewing records year-on-year on its US broadcaster NBC. Italy’s Serie A has also created something similar to the Bundesliga, having established a US body dedicated to growing the league in the country.
Based on a mutually agreed strategy and joint sales approach with the DFL, Relevent will market the media rights to Bundesliga and Bundesliga 2 matches across the Americas from the start of the 2026/27 season, which will run over several rights cycles.
Additionally, Relevent will support the Bundesliga’s media and sponsorship sales beginning with the 2024/25 season through a localised approach involving creating tailor-made content for the various target markets, leveraging existing content creators, partners, and media outlets, and exploring avenues for fresh and creative organisations to join the network.
Danny Sillman, Relevent CEO, said: “We’re thrilled to be working with the Bundesliga to continue growing German football’s footprint across the Americas.
“We know the football market in the US and the broader region is growing quickly, and we’re excited to launch a ‘Bundesliga Americas’ team to capitalise on that interest with a locally targeted, content-driven approach that helps expand and deepen the league’s fanbase in North, Central, and South America.
”The Bundesliga has been home to many North and South American players in recent history, such as Christian Pulisic for Borussia Dortmund, Alphonso Davies of Canada and Bayern Munich, and Bundesliga veteran Claudio Pizarro, who spent over 20 years in the league for Bayern Munich and Werder Bremen.
