PERFORM in Busdesliga deal

The sales and distribution arm of the Deutsche Fußball Liga GmbH (DFL) has partnered with digital sports media group PERFORM who will market and distribute live and highlights coverage of the Bundesliga 2012/13 season across digital platforms in Italy.

The DFL is a subsidiary of the league association Die Liga – Fußballverband and is responsible for the operation of German Bundesliga football league competitions.

The partnership will enable DFL Sports Enterprise to move into a new distribution model that will include streaming one live match per week for free across news publisher websites and sports portals, as well as PERFORM’s football website Goal.com, which reaches 1.6 million fans in Italy per month, confirmed a company spokesperson.

DFL will also distribute highlight clips via a Bundesliga channel on PERFORM’s sports VOD broadcast platform ePlayer, which reaches 8 million fans in Italy and sits on publisher sites and portals, as well as on LG and Toshiba connected TV’s via PERFORM’s LIVESPORT.TV application.

Additional terms under the partnership deal will allow PERFORM to sell the advertising and sponsorship inventory across all of the live and on demand Bundesliga content in Italy.

Kay Dammholz, vice president of sales audiovisual rights at DFL Sports Enterprise expects to gain experience and insight from the pilot project in terms of further activities in the digital field.

“This is the first time a major football competition like the Bundesliga has adopted such an exciting distribution strategy. It is one of the world’s leading club football competitions and we are excited to be able to use our market leading products and partners to ensure fans of the Bundesliga can stay in touch with all the news and action,” said Jacopo Tonoli, managing director of PERFORM in Southern Europe.

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