Bundesliga International has entered into a long-term strategic partnership with leading digital streamer Coupang Play, which will officially begin at the start of the 2024-25 season. The agreement gives Coupang Play exclusive rights to Bundesliga and Bundesliga 2, as well as the German Supercup and the relegation play-off matches. The cooperation was commemorated by a signing ceremony in Seoul.

Coupang Play is considered the go-to destination for football fans and a leading streaming service provider in Korea. In addition to the broadcast of Bundesliga and Bundesliga 2 matches, Coupang Play will incorporate the latest Bundesliga offerings, including “Goal Arena” – enabling viewers to see all the action from the five matches taking place simultaneously on a Saturday evening. There are also further plans to launch Bundesliga’s award-winning “Interactive Feed”, which gives football fans the unique ability to curate their own broadcast experience, according to their own preferences.

The two parties will also work together on a series of additional projects to promote the development of football in Korea, including marketing activations and knowledge sharing on topics such as technological advancement. Furthermore, Bundesliga sides will be invited to compete in the Coupang Play Series, an elite pre-season event that takes place in Korea.

Additionally, Bundesliga International and Coupang Play will work together throughout the partnership on future editions of the “Bundesliga Dream”, bringing the best young talent from Korea to train and play in Germany, as part of a long-term talent development programme and content format to grow football in Korea.

Bundesliga International Chief Marketing Officer Peer Naubert said: “This strategic partnership goes way beyond the broadcast agreement; this is an opportunity to highlight the best of the Bundesliga with a partner that shares our ambitious and exciting vision.

“Over the last four decades, the Bundesliga has been privileged to have some of the best Korean players, including Bundesliga Legend Cha Bum-Kun, Son Heung-Min, Cha Du-Ri and Koo Ja-Choel. This season, the league boasts the likes of Jeong Woo-Yeong, Kim Min-Jae and Lee Jae-Sung, three important national players making their mark in Germany. It is not just about the past, or even the present: we are excited to support in the identification and development of future generations of Korean stars, and we believe that Coupang Play is the ideal partner to embark on that journey with.”

Head of Coupang Play Stephen Kim said: “We are pleased to partner with Bundesliga International to bring world-class football matches to our customers. We are excited to contribute to the advancement of Korean football through this comprehensive partnership, which also encompasses technology and youth talent development.”

The Bundesliga is the home of Korean talent, from legends of the game such as Asian player of the 20th century, Cha Bum-Kun, to current Korean national team captain Son Heung-min. The 2023-24 season saw the arrival of record signing Kim Min-Jae (FC Bayern München), joining 2023 Asian Games winner Jeong Woo-Yeong (VfB Stuttgart) and 2014 Asian Games winner Lee Jae-Sung (1. FSV Mainz 05). Over the last 20 years, the Bundesliga has seen more Asian players than the rest of the other top five European leagues combined.