<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-P36XLWQ" height="0" width="0" style="display:none;visibility:hidden">

Bundesliga inks and Footballco content deal for MENA and Sub-Saharan Africa

Goal and Kooora to deliver localised content.

30 March 2023 Rory Jones

Getty Images

Bundesliga International, the overseas sales division for German soccer’s top-flight, has agreed a digital content partnership with Footballco for the Middle East and North Africa (MENA) and Sub-Saharan Africa regions.


  • Digital soccer media company to produce free Bundesliga content via Dubai-based digital sports publisher Kooora and its global Goal brand
  • Goal to publish localised content in both Arabic and English
  • German Football League (DFL) to provide access to the Bundesliga’s database for content creation and storytelling


The agreement sees the Bundesliga add Footballco to a portfolio of more than 20 international content partners, which reach nearly 2 billion unique users per season with overall digital engagements close to 500 million. Footballco already has a social content partnership with German soccer giants Borussia Dortmund, which was expanded in December to cover seven Asian markets.


“Alongside our broadcast partners and in conjunction with our fan-focused strategy, it is a very exciting time to add another option of bringing the best of the Bundesliga to supporters throughout the Middle East and Africa,” said Peer Naubert, Bundesliga International’s chief marketing officer.

“Localised content and authentic storytelling is central to our international approach, and our position as the league with the highest engagement when it comes to connecting with the fans only becomes stronger with this partnership.”

Coming next:

Footballco will collaborate with the Bundesliga’s regional broadcast partners, which include BeIN Sports, StarTimes, Canal+ and AzamTV, to produce content designed to grow German soccer fandom locally.

1 / 2news articles read

Enjoying SportsPro content? Create your account and get enhanced access to all the latest stories.


Already have an account?