Inside the Bundesliga’s international media strategy

In this episode of StreamTime Sports, Nick Meacham sits down with Bundesliga International CEO Peer Naubert on stage at the Sports Media Summit in Madrid to discuss how the German league approaches international growth. From brand positioning and production strategy to YouTube distribution, creator partnerships and market-specific media decisions, the conversation offers a detailed look at how the Bundesliga is maximising visibility and value outside its home market in an increasingly complex media landscape. 

Key Points:

• Why the Bundesliga prioritises brand equity as the foundation for long-term revenue growth
• The role of a fully integrated, glass-to-glass production model in driving media rights value
• How player nationality and storytelling influence fandom and ratings in key international markets
• Why the Bundesliga embraced YouTube and creator partnerships in the UK to reach younger audiences
• How a challenger mindset shapes its approach to distribution, pricing and market entry