It is no secret that the Bundesliga is far behind the English Premier League in worldwide marketing.
But after years of spinning their wheels trying to get international traction, the league is now entering into a partnership with Relevant to enhance their brand recognition and income, particularly from the American zone market.
While the Bundesliga has done an excellent job of maximizing or saturating the German market they fall some significant distance behind their english rivals in international income. This disparity is particularly apparent in their broadcast revenues from the North American zone where the EPL will draw in $450 million a year compared to a very humble $30 million for the Bundesliga.
In order to shrink this disparity the DFL has joined into a relationship with American company Relevant as reported by The Athletic and other sources. If the name is familiar this is the same company that has been retained by La Liga to do similar work for them which led to the proposal to hold regular season Spanish league matches in the United States.
Of course FIFA banned this idea which led to Relevant challenging FIFA’s decision in court. The lawsuit has since been withdrawn but it was a clear shot across the bow signalling that Relevant is willing to take on the big institutions if they stand in the way of their client’s marketing plans.
Their history has naturally led to many believing that Relevant will try to have regular season Bundesliga matches held in the United States or elsewhere outside of Germany. Rumours to this effect abound.
Not surprisingly traditional German fan groups are not pleased by this idea and have already made their opposition very clear.
The league’s marketing plans may now be in direct conflict with the wishes of the core fans. How that conflict evolves bears watching.
Whatever the traditionalists may think, it is clear that the international marketing for the league needs revolutionary change and large increases in income if the non-elite Bundesliga teams are to remain healthy and “relevant.”
Looking for more thoughts and analysis on the mega-matchup between Bayern Munich and Bayer Leverkusen in the Bundesliga this weekend? Awesome, then check out our Bavarian Podcast Works — Preview Show where we break it all down! You can get the show on Patreon, Spotify, or below:
