Bundesliga International Digital Partnership Embed

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Business Objectives

Bundesliga International (BLI) is the global arm of the German league, responsible for growing the brand internationally. It markets media rights for all platforms servicing over 80 broadcast, commercial and third-party partners. While broadcast partners promote the league in their respective markets, BLI plays an integral role in growing the brand through dedicated digital partnerships (e.g. telecoms operators).

Established in July 2017, BLI required intense support to manage collaborations with international digital partners and maximise utilisation of digital content. Seven League was engaged to boost the Bundesliga’s international growth during this initial transitional phase via an embedded member of staff.

Our Approach

A Seven League consultant was embedded in the organisation to fill the vacant Head of Digital Partnerships role for nine months, based in BLI’s offices in Frankfurt. We took responsibility for managing existing digital partnerships and creating value for broadcasters through digital services.

On a day-to-day basis, 7L oversaw the content produced by digital partners. We also ensured delivery and utilisation of contracted Bundesliga content on partners’ digital platforms. We worked to establish new partnerships, growing Bundesliga’s presence and following in a highly competitive global marketplace. This included growth in key territories, adopting a truly localised approach to content.


We not only delivered continuity for BLI, but also major advances during a key time of transition. Embedded within the organisation we implemented our own recommendations, including changing internal processes aimed at increasing efficiency between content production, digital & sales teams.

7L’s role was critical to both service and renew collaborations with digital partners in key markets. The renewal of the partnership with leading Polish media ONET was critical to maintain a strong presence in Poland through bundesliga.com/pl – the largest Bundesliga localised website with over 9m unique visitors (3.4m avg sessions/pcm in-season).

Our embedded 7Ler created a digital roadmap for global growth in 10 new markets in SE Asia, Africa and LATAM, defining content packages to take to market to optimise BLI’s investment in these territories. We were able to support Bundesliga International from within and provided the organisation with a direction to grow internationally through digital content.

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