The DFL German Football Association will continue to increase its international marketing revenue. For the upcoming rights cycles (2012-13 until 2013-14), projections based on existing contracts estimate that over 70 million euros can be made annually, which would represent an increase of 50 percent compared to the current rights cycle (2009-10 until 2011-12).
"The DFL in-house marketing subsidiary, DFL Sports Enterprises, has proven itself. Bundesliga’s international marketing revenues have grown more than any other European top League. The international repositioning of the Bundesliga brand as both a sporting competition and valuable media content has been progressively successful” said Christian Seifert, Chief Executive Officer of the DFL Executive Board.
In order to keep up the momentum, DFL Sports Enterprises will open an Asian-Pacific office, based in Singapore, in the first half of 2012. With numerous media partnerships, the region is currently one of Bundesliga’s core markets. "We have continuously increased our sales in Asia since 2008. Thus, we want to continue in this line and expand our market share in this tough competitive field. And these objectives could be better accomplished with a local office, which can improve the interaction with our TV partners,” said Jörg Daubitzer, managing director of DFL Sports Enterprises.
Developments in international marketing will go along with the fully refreshed online portal Bundesliga.com. The new website will not only be a translation from its German version but it will also offer tailored content for individual markets. "With Bundeliga.com, we want to provide fans worldwide with all the information about their favourite stars. In addition to a general section, we will also supply country-specific content for fans worldwide” said Tom Bender, DFL Chief Marketing Officer.
