The new television deal in Brazil means that Brazilians can continue to watch Bundesliga star striker Rômulo. (Photo by Harry Langer/picture alliance via Getty Images)
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The Bundesliga has signed new television deals in Brazil and will remain available to millions of fans across a variety of distribution channels. The German first division will be available to football fans in Brazil on pay TV, linear free television, and digital free streaming.
As part of the new television agreement in Brazil, the Bundesliga has signed agreements with Globo (SporTV), CazeTV, Canal Goat, and XSports, which kicks off for the 2026/27 season.
“Working with multiple broadcast partners across pay TV, free TV, and digital is the winning combination for the Bundesliga in Brazil,” said Robin Austermann, Bundesliga Americas Executive Vice President. “This model has paid major dividends across all metrics from viewership to engagement, in showcasing ‘football as it’s meant to be’ to millions of Brazilians. We couldn’t be happier to continue our relationship with so many dedicated and committed broadcast partners and are excited for what comes next.”
It is also the media rights agreement for the new cycle since Bundesliga International agreed a collaboration with Relevent Sports. With a seat in New York, Relevent through the Bundesliga Americas office in New York plans to significantly grow the Bundesliga across the Americas.
Getting a new deal done in Brazil is a crucial moment for the Bundesliga. During the 2024/25 season, the Bundesliga had 170 million live views—averaging 5 million live views per match day—up 811% from 10 years ago. The league is also a hit on social media, with more than 500 million video views over the past season. Brazilians are responding well to the league as total fans have doubled from 12 million to 24 million between 2018 and 2024.
Bundesliga International has seen significant growth in its television numbers in Brazil. (Photo by Jürgen Fromme – firo sportphoto/Getty Images)
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“It isn’t just a year-to-year increase in terms of viewers but also in terms of revenue,” Austermann said in an exclusive interview. “We are also going to show more matches in Brazil. That’s why we wanted to continue with our existing model as we see it is working.”
The Bundesliga has also begun targeting the Brazilian market more aggressively. Last year, both RB Leipzig and Bayer Leverkusen went to the market. Furthermore, VfB Stuttgart, through club ambassador Cacau, is also very heavily engaged in Brazil and has a partnership with São Paulo FC.
“For 20 years, nobody was coming over,” Austermann said. “Next week, there will be another event hosted by Leverkusen. You can see the growing importance of the Brazilian market. The Bundesliga also has many Brazilians playing in the league, which really helps us in the market.” At the moment, eight Brazilians are playing in the German topflight, including RB Leipzig star striker Rômulo.
The Bundesliga also sees signing a new deal as a gateway to new deals in the Americas, including in the United States, where the partnership with ESPN ends after the current season.
“We are happy to have renewed these deals in Brazil as they help us kickstart the Bundesliga and Relevent cooperation in the Americas,” Austermann said. “It is the new deal negotiated under the new setup, and now the focus is fully towards the United States. The US is the biggest media market in the world and is super important to us.”