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Bundesliga Media and BG Sports have agreed a two-season partnership that will bring Germany’s Bundesliga 2 closer to football fans in Thailand, with the Thai broadcaster acquiring rights to all second tier matches.
The agreement means BG Sports will also have access to a range of non-live shoulder programming and supporting content, enabling the platform to deliver comprehensive coverage of Germany’s highly competitive second division. The rights are granted on a non-exclusive basis.
The new agreement further strengthens the Bundesliga’s presence in Thailand and aligns with BG Sports’s strategy of offering supporters access to premium international football content.
The new partnership comes after Thai international Nicholas Mickelson won promotion to the Bundesliga with his club SV 07 Elversberg, who were in Germany’s fourth tier as recently as 2021-22 and finished second in Bundesliga 2 last season.
In addition to the media rights agreement, Bundesliga Media and BG Sports have committed to exploring opportunities for future collaboration beyond broadcasting, such as youth development projects involving Bundesliga 2 clubs, with a shared ambition to support grassroots football.
The partnership also builds on existing ties between German and Thai football. BG Pathum United maintains a long-term strategic relationship with Borussia Dortmund, focused on youth talent development, knowledge exchange and grassroots football programmes. The new agreement with Bundesliga Media highlights the continued opportunities for collaboration between Thailand and German football.
“The Bundesliga 2 combines historic clubs and passionate fan cultures, which result in average fan attendances that rival the top leagues in Europe,” said Peer Naubert, Chief Commercial Officer of Bundesliga Media.
“Like the case of Thai international Nicholas Mickelson, the Bundesliga 2 also has a proven track record of developing players who go on to perform at the highest level. Through our partnership with BG Sports, Thai fans will have unprecedented access to every match and every story from a league where ambition, authenticity and sporting drama are on display every week, to inspire the next generation of football talent in Thailand.”
With expanded coverage and new opportunities for engagement, the broadcast deal with BG Sports demonstrates Bundesliga Media’s commitment to bringing German football directly to fans across Asia.
“This is another major milestone in the collaboration between Thai football and the Bundesliga 2,” said Ms. Ploenpis Tiensawang, Chief Executive Officer of BG Sports.
“Not only will this partnership allow Thai fans to enjoy top-tier German football from the Bundesliga 2 every week through BG SPORTS, but both parties will also work hand-in-hand to elevate grassroots football. Through knowledge exchange and close cooperation with Bundesliga 2 clubs, we hope to inspire and ignite the dreams of young Thai talents aspiring to play in Europe.”
