Saran Media Group, the prominent Turkish media operation, has acquired exclusive domestic rights to German soccer’s top-tier Bundesliga for the next four seasons. The long-term agreement will begin at the start of the 2025-26 season and run through the 2028-29 campaign.

Saran will replace international pay TV giant beIN Sports, which has held rights in Turkey since the 2021-22 season.

Peer Naubert, Managing Director of Bundesliga International, said: “Turkish players have a history of shining in the Bundesliga, from Halil Altintop, the highest-scoring Turkish player in league history, to Frankfurt's rising star Can Uzun. Building upon this rich heritage, and leveraging the current crop of national team players starring in the Bundesliga, we have become the fastest growing of the top five European leagues when it comes to fan interest in Turkey.”

In addition to its growing popularity among fans, last month saw an expansion for Bundesliga as it partnered with five broadcasters across nine Eastern European markets through till 2028-29 season. These deals were brokered by international sports marketing agency Infront.

For domestic broadcasting rights for its next cycle, live rights will be split between pay TV broadcaster Sky Germany and DAZN sports streaming service. The total value of these tie-ups over four seasons amounts to $1.17 billion per campaign.

Bundesliga also has deals running past next season with other markets such as Spain (DAZN), sub-Saharan Africa (Eleven Sports), Poland (Eleven Sports), and Hungary (Network4).

Saran Media Group holds significant influence within this landscape too. It currently holds rights not only for Spain’s LaLiga but also Italy’s Serie A within Turkey. With beIN’s three-year deal for English Premier League expiring at end of this season, Saran is likely to be in the mix to reclaim another major soccer property. Saran held Premier League rights in Turkey between 2007 and 2022, and has also secured deals with the English top-flight in Romania and a range of Eastern European and Central Asian territories over the past year.

In 2024, Saran further bolstered its portfolio by acquiring rights for UEFA national team soccer tournaments for the 2024-2028 cycle within Turkey.

The Bundesliga's rising popularity among sports fans, particularly in Turkey, is a testament to its engaging matches and talented players. With strategic partnerships with broadcasters across various markets, it continues to expand its reach globally. As sports betting fans continue to engage with these exciting matches, we can expect this trend of growth to continue.