Zee Entertainment Enterprises Limited (ZEEL) is looking to build a long-term football ecosystem in India through its acquisition of the broadcasting rights for Germany’s Bundesliga, with a focus extending beyond live match coverage to grassroots development, fan engagement and regional outreach.
In an exclusive interview with NDTV, Bhavesh Janavlekar, Chief Business Officer at Unite8 Sports, the sports division of ZEEL, said the five-year Bundesliga partnership is part of Zee’s broader strategy to capitalise on the growing popularity of football in India.
The FIFA World Cup 2026 is being broadcast live in India by Zee Entertainment, which acquired the exclusive media rights for the tournament through its newly launched Unite8 Sports channels and the Zee5 streaming platform. According to Janavlekar, the World Cup has demonstrated the strong appetite for premium football content among Indian audiences, creating an opportunity to develop year-round engagement through the Bundesliga.
“The World Cup proved that Indian audiences want premium football year-round. Bundesliga provides high-quality football every week,” Janavlekar told NDTV.
He said Zee’s approach would go beyond broadcasting matches, with plans for on-ground activations, coaching clinics and grassroots programmes in partnership with the Bundesliga. As part of the initiative, Zee also plans to send a youth team to Germany to experience the country’s football ecosystem.
Janavlekar said the platform aims to reach both existing European football followers and newer Indian fans by creating a wider football community. He highlighted Zee’s multilingual World Cup coverage in Hindi, English, Malayalam and Bengali as an example of its efforts to connect with audiences across regions.
While regional language commentary for Bundesliga matches is being considered, Janavlekar said the company would assess audience response during the first season before introducing additional language options.
He added that Zee’s marketing strategy would focus not only on star players and major clubs but also on the traditions, rivalries and culture that define German football. The company plans to create additional content around clubs and their stories to help fans connect with the league beyond the 90-minute match experience.
A key component of the partnership is youth development. Janavlekar said 15 per cent of Zee5’s football subscription revenue would be directed towards identifying and nurturing young Indian football talent. He said the programme would focus on targeted talent identification, training and measurable outcomes rather than simply expanding participation numbers.
“Indian football is at an inflection point; we have the fans, we just need the heroes,” he said, adding that collaboration with football bodies, clubs and existing grassroots initiatives would be important for success.
Janavlekar also said Zee intends to highlight the stories of Bundesliga clubs beyond traditional giants such as Bayern Munich and Borussia Dortmund. The broadcaster is working with the league to develop localised content that showcases the diversity and football culture of German clubs for Indian audiences.
The Bundesliga is scheduled to begin its broadcast partnership with Zee in August, following the conclusion of the FIFA World Cup.
