Car manufacturers apparently interested in rights

The German car manufacturers BMW, Audi and Mercedes are apparently interested in broadcasting rights for the Bundesliga from the 2025/26 season. As reported by Automobilwoche, the companies are to deal with a possible new rights package from the German Football League (DFL) specifically for vehicles.

According to a report by the sports business platform Spobis, a DFL concept for the upcoming rights tender contains a package with so-called “in-car entertainment” with Bundesliga content for the car. The DFL is currently running a corresponding pilot project in cooperation with BMW.

“Of course, we are interested in a longer-term commitment if there is a corresponding demand from our customers,” said BMW at the request of Automobilwoche. Audi should therefore also deal more closely with the tender. Mercedes is also “continuously examining the integration of the applications requested by our customers,” it said.