The SportBusiness Podcast22 Aug 2025

The Rights Overlap: Bundesliga embraces multi-platform sales

Welcome to The SportBusiness Podcast, getting you informed on the biggest stories in the global sports industry.

This week, Imran Yusuf joins to discuss the Bundesliga’s strategies for differentiating itself as a brand, through marketing and technology. We also analyse a hybrid media rights sales approach often involving multiple partners, most notably in the UK where two popular YouTube channels were this week awarded packages.

Matthew Glendinning and Martin Ross then delve into the IOC’s decision to allow 2028 Olympics organisers in Los Angeles to sell venue naming rights – and what that means for TOP sponsors, LA28’s budget and organisers of future Games.

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Host: Catherine Davies

Contributors: Imran Yusuf, Matthew Glendinning and Martin Ross

Editor: Lumi Lehmuskallio

Sources:

1. YouTube channels, BBC part of Bundesliga UK mix

2. Bundesliga extends multi-platform strategy in Brazil

3. Venue naming will not compromise IOC clean sites policy, say experts

4. Landmark LA28 ‘pilot’ to bring branded IOC venues

5. The Stadium Naming Rights Report

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