Bundesliga doubles French-language options in sub-Saharan Africa with New World TV

Bundesliga International has agreed a broadcast deal with New World TV to be able to show Bundesliga and Bundesliga 2 in French and selected local languages for the next three seasons. The deal, which officially begins at the start of the 2023-24 season, covers 22 francophone countries across sub-Saharan Africa.

As part of the deal, the broadcaster will hold non-exclusive Pay-TV rights to show the Bundesliga and Bundesliga 2, as well as the German Supercup, which takes place at the start of each season between league and cup winner, and the all-important Bundesliga play-off matches that take place at the end of every season. In its home market of Togo, New World TV has also acquired the Bundesliga’s Free-To-Air rights with a commitment to broadcasting one match per matchday FTA on its own sports channel, thereby extending the opportunity for fans across the nation to watch the best of German football.

We are delighted to join forces with our new and ambitious partner New World TV, as part of our multi-faceted, localised approach.

Peer Naubert, Chief Marketing Officer Bundesliga International
Furthermore, New World TV will work with the league and its partners to develop and implement a local content and marketing strategy which includes broadcasts in local languages such as Lingala, Wolof, Bambara, Dioula and Ewe, and further activations to enable a closer engagement with football fans across Francophone Sub-Saharan Africa.

Peer Naubert, Chief Marketing Officer of Bundesliga International, said: “We are delighted to join forces with our new and ambitious partner New World TV, as part of our multi-faceted, localised approach. As well as a range of transmissions in local African languages, New World TV provides a fresh perspective and furthers our offering to fans in Francophone Sub-Saharan Africa.

“The Bundesliga is the fastest growing league across the continent, and with more options to watch, as well as a range of digital and social media channels to engage with, we are committed to serving football fans in Africa and bringing them closer to the biggest matches and their favourite stars.”

Nimonka Kolani, Managing Director of New World TV, said: With the rights for the Bundesliga secured, New World TV can now broadcast one of the most prestigious national football leagues in the world. This new major partnership strengthens our position as one of the continent’s leading sports channels and the home of international football competitions, and we are looking forward to working with the team at Bundesliga International to showcase the ever-evolving storylines that come from Germany each week.”

The Bundesliga has a long history of giving African players the opportunity to shine on a global stage. Alongside the likes of Jay-Jay Okocha and Sammy Kuffour, Africans have left a great legacy on football in Germany and continue to do so, with players such as Sadio Mané and Sébastien Haller currently leading the line for FC Bayern München and Borussia Dortmund respectively, and Naby Keita rejoining the Bundesliga with SV Werder Bremen.