South Korean OTT Coupang Play Partners Bundesliga International  

Leading South Korean OTT platform Coupang Play has secured a long-term partnership with Bundesliga International from the 2024/25 season.

The deal gives Coupang Play exclusive digital streaming rights to Bundesliga and Bundesliga 2, as well as the German Supercup and the relegation play-off matches. 

Besides the broadcast of Bundesliga and Bundesliga 2 matches, Coupang Play will also offer other Bundesliga offerings, including “Goal Arena” – allowing viewers  to see all the action from the five matches taking place simultaneously on a Saturday evening. There are also plans to launch Bundesliga’s award-winning “Interactive Feed”, which gives football fans the power to curate their own broadcast experience, according to their own preferences.

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

Additionally, Bundesliga International and Coupang Play are poised to partner on future editions of the “Bundesliga Dream”, bringing the brightest young South Korean footballers to train and play in Germany, as part of a long-term talent development drive  to nurture football in South 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 added, “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.”

According to ASN data, football has the largest share (39%, slightly over US$220.5m) in the South Korean sponsorship market, boosted by significant deals with the national team, nation’s major football clubs and highly coveted endorsements with football stars such as Son Heung-Min and Cho So-Hyun. Historically, the Bundesliga has had close ties with South Korean footballing talent from the likes of legendary forward Cha Bum-Kun to current stars Son Heung-Min, Kim Min-Jae and Jeong Woo-Yeong who have all plied or are plying their trade in the league.