Zee Entertainment Enterprises Ltd. (‘Z’) has expanded its premium football offering after securing the exclusive media rights to the Bundesliga in India under a five-year agreement beginning with the 2026-27 season.
The partnership grants Z exclusive television and digital rights to Germany’s top-flight football league, with every match set to be broadcast across the company’s UNITE8 Sports television network and streamed on Zee5. The agreement also includes match highlights, shoulder programming and exclusive Bundesliga content, providing Indian audiences with comprehensive coverage of one of Europe’s leading domestic football competitions.
The acquisition further reinforces Z’s ambitions in sports broadcasting and comes shortly after the company secured the exclusive Indian rights to 39 FIFA competitions through 2034. Together, the two agreements significantly strengthen Z’s football portfolio, enabling the broadcaster to deliver premium international football throughout the year while expanding its presence in India’s increasingly competitive sports media market.
Beyond broadcasting, the partnership also carries a grassroots development focus. Z and the Bundesliga will launch the ‘Z x Bundesliga Football Week’, a nationwide initiative featuring football clinics and youth development programmes designed to provide aspiring players with access to elite coaching methodologies and international best practices.
Commenting on the partnership, Bavesh Janavlekar, Chief Business Officer – Unite8 Sports, Zee Entertainment Enterprises Ltd., said, “Bundesliga is one of the most exciting football leagues in the world, renowned for its passionate fan culture, world-class clubs and commitment to developing young talent. Through this partnership, viewers will have the opportunity to watch some of the biggest stars in world football, including Harry Kane, Jamal Musiala, Michael Olise, Joshua Kimmich and many other top international talents who light up Bundesliga week after week, across the year. At ‘Z’, we remain committed to contributing towards the growth of football in India. Through this partnership, we aim to create a meaningful and lasting impact by supporting grassroots development, strengthening pathways for young talent and enabling fans to actively participate in the growth journey of football in India. Together with Bundesliga, we will also launch the ‘Z’ x Bundesliga Football Week, bringing grassroots football clinics and development programmes to young aspiring footballers across India, while providing access to world-class coaching expertise and international best practices.”
Peer Naubert, Chief Commercial Officer of Bundesliga Media, added, “We have been investing in India for many years because we believe long-term relevance is built through sustained local engagement, not broadcast reach alone. India is not simply a market for the Bundesliga; it is a country where we have consistently invested in football, in partnerships and in people. This partnership with ‘Z’ reflects that philosophy. Their outstanding reach, local expertise and multi-platform capabilities will bring the Bundesliga closer to millions of fans across India. Just as importantly, our shared commitment to grassroots football means we are investing not only in audiences, but in the long-term development of the game itself. For us, media partnerships mark the beginning of a long-term relationship, not the end of a transaction. Together with ‘Z’, we want to inspire the next generation of Indian footballers, strengthen local football structures and deepen the connection between India and the Bundesliga for generations of football fans.”
From a commercial perspective, the Bundesliga delivers Z a season-long inventory of premium live football featuring globally recognised clubs including Bayern Munich, Borussia Dortmund, Bayer Leverkusen and RB Leipzig. The rights package creates new opportunities for advertising, sponsorship integration and subscription growth across both television and digital platforms, while further enhancing the value proposition of Zee5 and the recently launched UNITE8 Sports network.
The agreement underscores Z’s broader strategy of building a comprehensive international football ecosystem in India. With long-term rights to both FIFA competitions and the Bundesliga, the broadcaster has assembled one of the country’s strongest football content portfolios, positioning itself to capitalise on the growing popularity and commercial potential of the sport among Indian audiences.
