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The German Football Association (DFB) has expanded the reach of its dedicated football channel, DFB.TV, through a new distribution agreement with Deutsche Telekom, bringing the service to MagentaTV and MagentaSport subscribers across Germany.
The partnership strengthens DFB.TV’s presence in the German pay-TV market while expanding Deutsche Telekom’s football portfolio with programming covering national teams, women’s competitions, youth development and amateur football.
Under the agreement, DFB.TV is now included in MagentaSport and Deutsche Telekom’s Family and Big TV packages, making the channel accessible to a wider audience through the operator’s established television services.
The collaboration also extends into advertising monetisation. Both companies will use Dynamic Ad Substitution technology, enabling advertisers to deliver more targeted campaigns to different audience groups. The approach is designed to improve advertising efficiency and provide brands with more precise opportunities to reach football viewers.
Bendix Eisermann, Managing Director of DFB.TV, welcomed the partnership as an important step in increasing the channel’s accessibility. He highlighted the opportunity to showcase the diversity of German football and provide MagentaTV customers with additional perspectives on the sport.
Dr Jörg Richartz, Vice President for TV Strategy and Marketing at Deutsche Telekom, emphasised that the addition of DFB.TV complements the operator’s existing sports portfolio by offering coverage beyond major international tournaments and high-profile competitions.
Launched in May 2026, DFB.TV provides a broad selection of live and on-demand football programming. Its live coverage includes junior national team matches, the 2. Women’s Bundesliga, the Women’s DFB Cup, selected regional league fixtures and the annual Finaltag der Amateure.
The channel also broadcasts futsal, beach soccer and the DFB ePokal, alongside behind-the-scenes coverage of Germany’s senior national teams. Additional programming includes documentaries, historical footage, referee-focused reports, cup draws, press conferences and interviews.
Beyond Deutsche Telekom’s platforms, DFB.TV is distributed through DAZN, HD+, Sky/WOW, Ocilion, Vodafone and Zattoo. The service is also available through its dedicated DFB.TV+ application on iOS and Android, with subscriptions priced at €5.99 per month or €59.99 annually.
The agreement reflects the increasing importance of specialised sports channels within pay-TV and streaming ecosystems. By incorporating DFB.TV into its offering, Deutsche Telekom is broadening its football proposition while creating additional opportunities for targeted advertising and audience engagement.
For the German Football Association, the expanded distribution provides another opportunity to increase the visibility of football competitions and communities that typically receive less exposure than the country’s leading professional leagues.
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