Bundesliga: China Mobile (Migu) extends partnership focused on content & innovation

Bundesliga International has extended its partnership and signed a "joint declaration of intent" with telecommunications operator China Mobile, announced the DFL subsidiary responsible for the commercial rights (audiovisual, sponsorship, marketing, digital) of Germany's top two divisions internationally on 29/04/2025.

"Bundesliga International and China Mobile Migu will work together further in areas of media rights distribution, broadcast technology and innovations, such as the use of virtual reality, content, technology and innovation. The agreement will also look to grow football in China and further foster the Chinese football culture, with a range of marketing and club-related initiatives to bring the Bundesliga closer to Chinese football fans," said the body.

China Mobile has been broadcasting Bundesliga matches on its Migu OTT platform since 2021-22. The German league is also broadcast by the state-owned CCTV (owned by China Media Group) in China.