Bundesliga aims to expand reach in SA through SABC partnership

The Bundesliga is broadcast on SABC channels every weekend, a collaboration that started in 2020 and was extended for another two seasons in August last year. 

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Through data research, the Bundesliga discovered they were the third most watched international football league in South Africa, with viewers of about 14.5 million.

The English Premier League is leading at number one, being watched by 23.9 million people, and La Liga at number two with 21 million viewers.

Speaking to SABC Sport, Knietig believes that the SABC has helped the German league reach more people in the country.

"We want to make the Bundesliga more accessible to everyone and you can be more accessible to a lot of people through a free-to-air channel. The only problem that comes with it is that the SABC is somewhat limited in their channels,” Knietig said.

“We have about four to five matches on a Saturday, the SABC has SABC 1, 2, 3 and the sport channel, so you have to find a way. The key part for us as the Bundesliga is to raise awareness in markets, especially in South Africa.

“You can drive awareness when you are accessible as a league and people can enjoy all the things you provide to them; that's why it's key to work with a free-to-air channel."

The Bundesliga not only partners with African broadcast channels for media rights, but they also have different football development initiatives across the continent which including The Bundesliga Football Schools in Accra, Ghana, and The Bundesliga Common Ground in Lagos, Nigeria, this programme includes an eight-week coaching clinic.

A partnership with the Safe Hub Co-Operation in Alexandra township in Johannesburg, which aims to create a safe space for children in Alex, an eight-week series of football event and workshops on gender equality.

Knietig says Germany is as passionate about football as Africa.

"Various similarities for German football and for African football. We, as the Bundesliga we stand for authentic football, we stand for football as it's meant to be played and we think it's the same in Africa,” he added.

“We are a breeding ground for talent, we really wanna develop the youth and we want to provide those opportunities. Football craziness is what the Africans and the Germans bring together.

“We know there's a lot of potential in Africa that needs to be unlocked from a sporting perspective and to bring those talents into the Bundesliga because that's what we want to do ultimately and that's what the kids dream of and that's what we want to fulfil."