Bundesliga International and China Mobile Migu sign declaration of intent

Bundesliga International and telecommunications firm China Mobile Migu have committed to working together in a host of areas including the development of broadcast technology and the use of virtual reality.

The two organisations launched a joint declaration of intent yesterday in Frankfurt, formalising both sides’ commitment to strengthening their partnership across a broad range of areas.

China Mobile is one of the world’s biggest mobile coverage providers, with more than one billion customers. Bundesliga broadcast partner Migu is a wholly owned digital content subsidiary of China Mobile and the premier sports content streaming platform in China.

Bundesliga described it as a market leader in premium sports rights content, providing a “best-in-class streaming experience”.

As part of the joint declaration, Bundesliga International and China Mobile Migu will work together further in areas of media rights distribution, broadcast technology and innovations, such as the use of virtual reality, content, technology and innovation.

“The Bundesliga stands as one of the most popular leagues in the world, not least because of its efforts on and off the pitch,” said Peer Naubert, managing director and chief marketing officer of Bundesliga International.

“Bundesliga Legends such as Yang Chen and Jiayi Shao were trailblazers for football in China, but off the pitch we are creating experiences for Chinese fans that we hope last a lifetime.

“Our long-term ambition is to support the development of football in China. We are proud to share that vision and work collaboratively with China Mobile and Migu. We are excited for the future of Chinese football.”

The agreement will also look to grow football in China and further foster the Chinese football culture, with a range of marketing and club-related initiatives to bring the Bundesliga closer to Chinese football fans.

“Bundesliga is recognised as a leader in innovation and one of the world’s best football leagues, with a loyal and passionate fanbase and we believe there is a lot we can gain through our deeper cooperation,” said Wenhai Shen, chairman of China Mobile Migu.

“We hope that the partnership can help us in the further development of a healthy and sustainable football culture in China and also introduce new innovative services that can thrill and delight Chinese football fans.

“The collaboration between China Mobile Migu and the Bundesliga represents a powerhouse alliance between a leading sports platform and a world-class football league. We will leverage live broadcasting as the core to deliver comprehensive media content, drive multi-scenario smart experiences through technological innovation, and harness the synergy of ‘content + technology + integrated innovation’ to redefine the future of football engagement.”