Bundesliga and IMG Renew International Video Archive Agreement

Bundesliga Media has extended its partnership with global sports marketing agency, IMG, to license the international archive rights for Germany’s top football competitions, in a multi-year agreement.

Building on the long-standing relationship, the renewed agreement will see IMG continue to license footage from the Bundesliga, Bundesliga 2 and the Franz Beckenbauer Supercup, in markets outside of the DACH region (Germany, Switzerland, Austria, Liechtenstein and Luxembourg). IMG has represented the Bundesliga’s archive content distribution since 2012.

IMG will continue to license archive content to international media companies, brands and partners from the Deutsche Fußball Liga’s (DFL) extensive historical database. The DFL Media Hub is one of the world’s largest digital football archives of its kind, containing close to 250,000 hours of content and covering over 60 years of German football history, dating back to the inaugural 1963/64 Bundesliga season.

“Our long-standing partnership with IMG to market our international archive rights is a testament to the trusted collaboration we have built over many decades” said Robin Austermann, Bundesliga Media Head of European Audio-Visual Rights. “IMG’s expertise and commitment have been instrumental in bringing the rich history of the Bundesliga to audiences around the world, which not only preserves our heritage, but also continues to unlock new opportunities for innovation and storytelling for future generations of fans.”

Bill Hawes, Senior Director, Archive, IMG said: “With over 60 years of football history, the Bundesliga archive remains one of the most valuable and engaging sports archives for storytellers and content creators globally. We are proud to extend our partnership with Bundesliga Media and continue bringing iconic moments from German football to audiences around the world.”

IMG is home to one of the largest sports archives in the world with more than 500,000 hours of footage resulting from representation deals with The Premier League, World Rugby, The Wimbledon Championships, the R&A (including The Open), DP World Tour, UFC, WWE, NWSL, Formula E and many more.