Sports
Bundesliga International strikes AIS deal as Sportel Singapore opens to deal-making frenzy
Three-year Thailand partnership expands reach while industry converges for two days of high-stakes networking
SINGAPORE: Sportel Singapore 2026 opened with a surge of energy, a packed ballroom setting the tone for two days of business and connection as the global sports media industry got down to work. From the opening moments, the exhibition floor was buzzing with back-to-back meetings, high-level networking and deal-making across every corner. Clients, partners and newcomers alike packed their schedules, turning the venue into a high-velocity marketplace from morning to evening. As day one wrapped, momentum was unmistakable, with expectations already building for an even bigger second day.
Amid that deal-heavy backdrop, Bundesliga International moved swiftly to lock in a key Asia-Pacific partnership, signing a three-year agreement with Thailand’s leading telecommunications provider AIS, starting from the 2026–27 season. The move underlines Thailand’s strategic importance for the Bundesliga’s international growth ambitions.
The agreement will see all nine Bundesliga matches per matchday streamed live on AIS PLAY, alongside marquee fixtures such as the Franz Beckenbauer Supercup, which opens the season between the Bundesliga champions and DFB-Pokal winners.
AIS, Thailand’s largest intelligent infrastructure company, already offers premium sports content including the NBA, PGA Tour and ATP Tour. The Bundesliga now joins that line-up as it looks to deepen engagement in a market where fans routinely defy time zones to follow live football.
“The Bundesliga has long been a home for Asian talent, from Witthaya Laohakul to current Thailand international Nicholas Mickelson and FC Bayern München newcomer Maycon Cardozo. Through our partnership with AIS, we’re bringing the excitement of the Bundesliga even closer to Thai fans — making it easier than ever to follow every match, wherever they are and whenever they want to watch,” said Peer Naubert, chief executive officer, Bundesliga International.
“Eight million fans in Thailand follow the Bundesliga, and more than half stay up to watch the matches live despite the time difference. That passion is incredible. Together with AIS, we want to make sure Thai fans never miss a moment of Football As It’s Meant To Be,” Naubert added.
For AIS, the partnership is a strategic play to elevate the domestic sports ecosystem. “The Bundesliga is recognised as one of the top five leagues in Europe. We recognise the Bundesliga is defined by its unique DNA: fast-paced, aggressive attacking football paired with the intense passion of the fans. This aligns with our vision of elevating the national sports scene to foster tangible growth in Thai sports. Therefore, we are moving forward to join hands and work together strategically with Bundesliga International in a full-scale manner,” said Pratthana Leelapanang, chief executive officer, AIS.
The collaboration goes beyond streaming. Both sides will roll out joint marketing and promotional initiatives while strengthening grassroots development. The partnership builds on the Bundesliga’s 2023 memorandum of understanding with the Sports Authority of Thailand, aimed at creating pathways for young Thai players into German football.
At the centre of that effort is the Bundesliga Dream project, an Asia-wide initiative offering young players the chance to train at top German club academies. Bundesliga Dream Thailand, now heading into its fourth edition later this year, has emerged as one of the programme’s most consistent and successful chapters, already helping players move along the professional pathway.
The Bundesliga’s ties with Asia run deep, with more Asian players featuring in Germany’s top flight over the past two decades than in the other top five European leagues combined. It also remains the most active league on the ground in the region, working with partners and governments on initiatives such as Bundesliga Common Ground to grow the sport locally.
Back in Singapore, as conversations stretch late and deals move from pitch to paper, the message is clear: the sports business is not just gathering, it is accelerating. Those closing fastest today are shaping tomorrow’s scoreboard.
Sports
IPL 19 records 96.8 ad index as advertisers and categories decline: TAM Sports report
Fewer categories and advertisers as tech and FMCG brands reshape IPL ad mix
NEW DELHI: The on-field action remains strong, but advertising activity during the Indian Premier League has shown a slight shift this season. A report from TAM Sports, a division of TAM Media Research, indicates that the first 13 matches of IPL 19 have recorded a marginal decline in commercial volumes compared to the same phase last year.
Indexed ad volumes stood at 96.8, down from 100 in IPL 18. The number of advertising categories fell from over 50 to 40, while the advertiser base reduced from 65 to 45. At the same time, the number of channels broadcasting the tournament declined from 28 to 25.
Mouth Fresheners emerged as the leading category, contributing over 14 per cent of total ad volumes. Ecom-Other Services and Ecom-Wallets followed, maintaining a strong presence during the early part of the tournament.
The technology sector has gained prominence this season. Google ranked as the top advertiser, accounting for over 13 per cent of ad share. The company focused on promoting its Google Search Engine and Google Gemini AI platform. In contrast, categories such as Ecom-Gaming and Cellular Phones-Smart Phones did not feature among the leading segments this year.
TAM Sports analyst Arjun Sharma said the decline in volumes reflects a more focused approach by advertisers, with fewer but more prominent players dominating the space.
The report also identified new entrants, with ten additional categories including Chocolates, Laptops/Notebooks, and Hair Care products. Among companies, Vishnu Packaging and Reliance Consumer Products remained key advertisers, while Havells India and K P Pan Foods continued to feature prominently.
Among brands, Vimal Pan Masala and Kamla Pasand Silver Coated Elaichi recorded high visibility, while Cadburys Dairy Milk Chocolate was among the notable new entrants.
With the tournament still underway, advertising activity may increase in the coming weeks as more brands look to capitalise on IPL viewership.
