Bundesliga Expands Direct-to-Consumer Offering in Africa with Key Telecom Partnerships

The German Bundesliga is extending its reach in sub-Saharan Africa with the launch of its direct-to-consumer (DTC) streaming service, Bundesliga Pass, in Kenya and an impending rollout in Nigeria, following a successful debut in South Africa in 2025. This expansion is supported by strategic partnerships with leading telecommunications operators in each country.

Expanding Access to Bundesliga Football

The Bundesliga Pass will provide access to every match from both the Bundesliga and 2.Bundesliga in Kenya. The service will soon be available in Nigeria as well. The Bundesliga has partnered with Vodacom in South Africa, Safaricom in Kenya, and MTN in Nigeria to distribute the service, offering it as a paid add-on through the OneFootball platform.

Mobile-First Strategy

Peer Naubert, CEO of Bundesliga International, emphasized the importance of a mobile-first approach, citing the rapid growth of mobile data traffic in Sub-Saharan Africa. “The future of football in Africa is mobile. With mobile data traffic in Sub-Saharan Africa growing faster than anywhere else globally, and smartphone data usage forecast to nearly triple by 2030, we saw the opportunity with South Africa as a mobile-first, football-crazy market last year and became the first league with a direct-to-consumer offering,” Naubert stated. Sportspromedia

He added, “South Africa showed how strongly fans respond when you give them more ways to connect with the Bundesliga. Kenya and Nigeria are the next step – scaling that approach with strong partners.”

Existing Broadcast Partnerships Remain

Despite the launch of the DTC service, existing linear rights agreements remain in place. In South Africa, the public-service network SABC continues to broadcast Bundesliga matches. Canal+ holds the regional pay-TV rights in Kenya and Nigeria, along with rights in over 40 other territories across the continent.

Nigerian Player Representation in the Bundesliga

Nigeria boasts the largest representation of players in the Bundesliga, with eight Nigerian-registered players currently competing in the league. These include Nathan Tella (Bayer 04 Leverkusen), Victor Boniface and Felix Agu (both Werder Bremen), Philip Otele and Jordan Torunarigha (both Hamburg), Kevin Akpoguma (Hoffenheim), Uchenna Ogundu (Augsburg), and Suleman Sani (RB Leipzig). Bundesliga Official Website

players of Nigerian heritage, such as Carney Chukwuemeka (Borussia Dortmund) and Antonio Nusa (RB Leipzig), likewise contribute to the league’s diverse talent pool.

Looking Ahead

The Bundesliga’s expansion into Kenya and Nigeria signifies its commitment to growing its fanbase and providing greater access to its matches across the African continent. By leveraging mobile technology and strategic partnerships, the league aims to capitalize on the increasing demand for football content in the region.