Bundesliga International welcomes Minute Media as official content partner for North American audience

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Bundesliga International has announced that they will be collaborating with leading digital content specialists Minute Media to provide more German football based content to fans throughout North America.

The partnership kicks off as two of Minute Media’s most prominent titles – The Players’ Tribune and 90min – followed Borussia Dortmund as they head to San Diego, Las Vegas and Chicago as part of the team’s US tour.

In addition to behind-the-scenes content from the tour on 90min, the collaboration will include in-depth features with select athletes from the Bundesliga, which will live on The Players’ Tribune platform.

This is a fantastic marketing move by the Bundesliga to expand into a large market that hasn’t been properly utilised in a long time. With stars like Alphonso Davies and Giovanni Reyna, it provides a great opportunity to connect fans to some recognisable names that they would follow.

This decision precedes the huge 2026 FIFA World Cup in North America where the sport will exponentially expand in popularity and the rival European leagues will be just as hungry to market towards that newer engaged audience. Bundesliga International markets the audiovisual media rights to the matches in the licensed leagues on behalf of the DFL for all platforms abroad, as well as the central sponsorship rights, trademark licenses and digital content of the Bundesliga.

This also follows the deal made between Bundesliga International and Khel Now to create local-language content for Indian fans of German football which shows how proactive the league is attempting to be.

Peer Naubert, Bundesliga International Chief Marketing Officer, expressed his excitement for this game-changing move in a league press release.

“From the most exciting moments to the behind-the-scenes stories, football captivates us all in different ways, and our global network of content partners allows us to reach different audiences, delivering more than 2.8b impressions per season through their various platforms,” he said.

“The Bundesliga has an esteemed history of being the destination for young US talent, and that continues with the likes of brothers Paxten (Eintracht Frankfurt) and Brendan Aaronson (1. FC Union Berlin) now calling Germany home. We are excited to tell the stories of these bright young stars, even more so in the US where the FIFA World Cup in 2026 is fast approaching and know that Minute Media is the right partner to support us on that journey.”

Andres Cardenas, Minute Media Chief Marketing Officer, added to Naubert’s sentiment, saying via press release:

“The Bundesliga has long been a well-respected league in the States, and we’re looking forward to increasing editorial coverage for a league with so much history and incredible storylines. We are proud and excited to partner with Bundesliga International to increase viewership of German football in the US through unique athlete-first storytelling on The Players’ Tribune and comprehensive match and team coverage via our global football platform, 90min,” he said.

The Bundesliga has adopted a unique approach when it comes to delivering content, working with broadcasters, content partners and media around the world to ensure they produce the most relevant and relatable for fans of the top two divisions.

Overall, the move to target the large North American market really is a no-brainer for the Bundesliga who are chasing the Premier League in revenue and popularity as they prepare for a wave of new, engaged fans that will arrive with the 2026 FIFA World Cup.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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