1. Bundesliga 2025/26 Partners and Providers

Here, we look at the organisations enjoying a strong branding presence across the physical and digital assets of the Fußball-Bundesliga or 1. Bundesliga, the top flight of men’s professional club football in Germany, as its official sponsors and partners for the 2025/26 season.

Amazon Web Services

Bundesliga and Amazon Web Services (AWS) inked a multi-year deal in January 2020. The deal sees AWS serve as the Official Technology Provider of both 1. Bundesliga and 2. Bundesliga (the second tier of men’s professional club football in Germany).

As per the agreement, AWS machine learning platforms analyse live data streams and historical data from Bundesliga games to deliver insights, such as goal predictions.

In March 2024, AWS and the Deutsche Fußball Liga (DFL), the organising body of the top two German divisions, announced signing a new long-term extension deal that made AWS the Official Generative AI Provider of the DFL as part of the latter’s long-term innovation strategy.

The expanded agreement adds new projects to further drive innovation and transformation across the two tiers. The projects are focused on fan experience, media production, and data services. 

Derbystar

Danish sports ball specialist Derbystar became the Official Match Ball supplier for both 1. Bundesliga and 2. Bundesliga in 2018, after Adidas’ deal with the two Bundesligen ended in 2017.

In March 2021, Derbystar extended its Bundesliga partnership to run until the end of the 2025/26 season. The renewed deal is reportedly worth close to US$4 million annually.

Milka

US-based confectionery giant Mondelez International signed a multi-year partnership agreement with the Bundesliga in September 2020.

Although the exact financial details and terms of the deal were not revealed, some media reports and analysts suggested at the time that the deal was worth around US$8.9 million per annum.

In March 2024, the DFL and Mondelez International signed a partnership extension, maintaining the US snacking giant’s partnership with Germany’s top two tiers of football. As part of the extension, Mondelez brands Milka, Oreo, and TUC continue to enjoy DFL and German football branding rights, including logos of competitions, clubs, and trophies in promotional material throughout Germany.

Sky Deutschland

The German division of the British broadcasting and telecommunications firm is the German league’s national TV partner. Both parties signed a multi-year partnership agreement in 2021, and the four-year deal sees Sky Deutschland broadcast games from both 1. Bundesliga and 2. Bundesliga.

In December 2024, Sky Deutschland announced that it had signed the main partner rights package with the Bundesliga. As part of the agreement, from the start of the 2025/26 season and till the end of the 2028/29 season, 538 of the 617 matches across the two Bundesligen are to air on Sky Deutschland — 496 of them being exclusive broadcasts.

DAZN

In August 2025, the Bundesliga announced a landmark media rights agreement, signing an exclusive three-year deal with DAZN Japan to bring every match of the German top flight to fans in the country, covering the 2025/26 to 2027/28 seasons.

Under the agreement, DAZN Japan is to stream all nine fixtures from each 1. Bundesliga matchday, as well as the curtain-raising Franz Beckenbauer Supercup.

EA Sports

EA Sports, the sports video game–developing division of Electronic Arts, signed a multi-year partnership agreement with the Bundesliga back in 1998. The partnership saw EA Sports feature Bundesliga clubs in its football simulation video game series FIFA (now known as FC). Since then, both parties have maintained this association. Currently, aside from image rights, EA Sports also holds usage rights for the names, kits, and logos of the league and its teams.

In 2023, both parties further extended their partnership, which saw EA Sports also cover the Virtual Bundesliga, the league’s esports division. Although details about the length and finances involved in this deal were not made public, unofficial figures estimated the agreement to be worth in the region of US$20 million per annum.

In January 2024, EA Sports announced that it had agreed to a two-year extension of its long-standing sponsorship and licensing agreement with the DFL, which covered the two Bundesligen. The deal is now set to run at least until 2027.

Topps

In August 2021, the Bundesliga announced a multi-year deal with collectibles company Topps. The partnership has seen Topps launch an exclusive collection of Bundesliga-themed NFT trading cards. Released every season, the collection features the league’s top players, up-and-coming stars, as well as highlights from previous seasons.  

In May 2022, the Bundesliga granted licences to three organisations, including a contract extension for Topps, worth more than US$179 million over the course of the deals. While the other two deals were confirmed on a two-year basis, Topps’ contract was extended until the end of the 2028/29 season. 

Sorare

As mentioned above, Sorare, a crypto-based fantasy sports platform, was one of the other two organisations that the Bundesliga announced new licensing agreements with in May 2022.

As per the terms of the deal, which kicked off with the start of the 2023/24 season, Sorare holds exclusive rights to utilise NFTs featuring Bundesliga players in its blockchain fantasy game. 

funny-frisch

In January 2025, Intersnack, the parent company of the snack brand funny-frisch, announced a partnership with 1. Bundesliga and 2. Bundesliga, teaming up as an Official Partner on a long-term deal. 

The partnership allows funny-frisch to use official Bundesliga imagery and logos in its advertising, point-of-sale materials, and digital campaigns, which aligns with the brand’s “lachen verbindet” (“United by Laughter”) marketing campaign.