Bundesliga – A Success in Africa

Bastian-Schweinsteiger-Celebrates-100928-AI-300Partnership with SuperSport goes into an early extra time until 2015

Since February 2010, Bundesliga has been viewed across the whole African continent.

The response from African viewers has been so overwhelmingly positive that the leading pan-African sports broadcaster SuperSport has opted to secure Bundesliga’s broadcast rights for a further three seasons (from 2012/12 to 2014/15) only a few months after having commenced its Bundesliga coverage. The respective deal with DFL Sports Enterprises was sealed accordingly.

The partnership with Bundesliga was initially agreed for 2,5 years until the end of the 2011/12 season. However, with the new contract the successful collaboration between SuperSport and DFL Sports Enterprises has been extended for another three years and will now run until the end of the2014/15 season.

“We are very satisfied with the audience ratings for Bundesliga and are delighted about our early contract extension,” says Imtiaz Patel, Group CEO of Multichoice South Africa (and former CEO of SuperSport). “Bundesliga is one of the top brands in international football and we are anticipating a very strong international growth of this premium property in the coming years. With the extension of the contract and the subsequent securing of the broadcast rights until 2015, we are sealing the beginning of a long-term partnership with the Bundesliga.”

“We are very pleased to have won Africa’s leading sports broadcaster as a long-term licensee,” says Jörg Daubitzer, Manager Director of DFL Sports Enterprises. “This is fantastic news, especially against the backdrop of this year’s World Cup in South Africa, which clearly lifted the Bundesliga brand to another international level. The early extension of the contract is at the same time a successful kick-off for our new round of international licensing for the seasons 2012/13 through 2014/15.”

Bundesliga is broadcast in all 208 FIFA member states and can be seen by over 700 million viewers. “The intrinsic value of Bundesliga rights is now more and more reflected in our license revenues. However, the additional income generated through international TV rights is only one side of the coin. “The contract extension with SuperSport definitely brings home the message that on the back of our international TV rights we have the ability to significantly expand the added value,” says Daubitzer.

On SuperSport:
SuperSport, Africa’s leading pay broadcaster, reaches over 3.9 million subscribers in almost 50 countries in sub-Saharan Africa and the adjacent islands. SuperSport broadcasts up to four live Bundesliga matches per match week as well as the preview show “GOAL! – The Bundesliga Magazine”, extensive matchday roundups as well other Bundesliga-formats.

Across various territories, SuperSport features all important football events such as the FIFA World Cup, UEFA Euro Championships, the Copa America, UEFA Champions and Europa Leagues, FA Cup, English Premier League, Spanish Primera Division, Carling Cup, French Ligue 1, six African Football Leagues (including the South African PSL as well as other top sports events).

SuperSport was founded 24 years ago and broadcasts 24 channels across sub- Saharan Africa. Its sole owner is MultiChoice, which belongs to the MIH Group. The MIH Group is a subsidiary of Naspers Limited, one of the world’s leading media houses, which is listed on the Johannesburg and London Stock Exchanges.

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