Flick Gocke Schaumburg has advised DFL Deutsche Fußball Liga on a long-term cooperation agreement with Relevent Sports to boost the profile of Germany’s top soccer leagues in the US. Relevent Sports, based in New York City, is a leading expert in soccer marketing on the American continent.
The cooperation aims to increase the popularity and growth of the Bundesliga and Bundesliga 2 in the Americas in the long term and to expand DFL’s marketing and sales activities in North, Central and South America, and the Caribbean.
Advisors to DFL Deutsche Fußball Liga: Flick Gocke Schaumburg
Dr. Carsten Schlotter, Prof. Vassil Tcherveniachki; associates: Jonathan Zeller, Andre Ferdinand (all tax)
Other advisors:
Alston & Bird (US law): Richard Slowinski, Heather Ripley (both tax)
The teams from Flick Gocke Schaumburg and Alston & Bird have previously worked together successfully in various tax matters and advised on the establishment of the US subsidiary of Bundesliga International in 2018.
As part of the cooperation, Relevent Sports will market the media rights to Bundesliga and Bundesliga 2 matches across the Americas from the 2026-27 season over several rights cycles. Beginning with the 2024-25 season, Relevent Sports will also receive an exclusive marketing mandate to conclude sponsorship sales for the Bundesliga and Bundesliga 2 for the American market. <<<
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