DFL: Relevent media rights agency for the Bundesliga & 2.Bundesliga in the Americas from 2026-27

Relevent Sports Group, a US promoter and media company, is to become the DFL's partner for marketing the media rights of the Bundesliga and 2.Bundesliga in the Americas from the 2026-27 season and for "several rights cycles," announced the Deutsche Fußball Liga on 19/09/2024.

The pay-TV group ESPN (The Walt Disney Company) currently holds the media rights to Germany's top two divisions in the USA and South America (excluding Brazil) until 2025-26, while the OTT platform DAZN has acquired them for Canada over the same period.

"Relevent Sports will also receive an exclusive marketing mandate to conclude sponsorship partnerships for the Bundesliga and 2.Bundesliga for the American market from as early as the 2024-25 season," explained the German league. "This new approach will lead to an increase in market-specific partnerships in which companies only become partners of the Bundesliga and/or 2.Bundesliga in certain territories or countries on the American continent that are highly relevant to their respective business."

• Relevent Sports Group is also marketing the media rights for the…