Doing the Fandango: Bundesliga's new US deals

This week on The SportBusiness Podcast, with the World Cup finished, Jonathan Rest and Martin Ross turn their attention to European club football with a major sponsorship deal on the horizon and a new US broadcaster for the Bundesliga.

THE NEWSROOM: Hyundai is poised to become the latest blue-chip brand to sponsor the Uefa Champions League, ECB avoids betting embarrassment as The Hundred shirt sponsorships are finalised and fines for 'parasitic' ambush marketing in Italy at the Winter Olympics.

INSIDE THE DEAL: Joseph Perry analyses the Bundesliga's US rights gamble, a deal that increases its cable exposure but sees the bulk of matches streamed on a ticketing platform making its first foray into sports broadcasting.

AOB: On the ground in Glasgow as the scaled-back 2026 Commonwealth Games begin, Under Armour has last laugh over pink boots and a Turkish shooter doppelganger.

Listen now on Apple Podcasts, Spotify, Amazon Music and YouTube. Enter SBPODCAST30 at the checkout for monthly and annual SportBusiness.com subscriptions for a 30-per-cent discount here.

Co-hosts: Jonathan Rest, Martin Ross

Contributor: Joseph Perry

Editor: Matthew Storey

Sources:

1 TV records fall as La Roja earns second star

2 EXCLUSIVE: Hyundai in, Just Eat out for UCL

3 Milan-Cortina ‘parasitic’ marketers fined €2.5m

4 The Hundred fills shirt sponsor slots at 11th hour

5 Bundesliga rolls the dice with Versant, Telemundo

6 TV deals for Glasgow 2026 in Apac, Caribbean, Africa

7 Cost-cutting keeps Commonwealth Games alive

8 Ticket sales ‘on track’ for ‘on budget’ Glasgow 2026

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