Show Notes
In this special episode recorded at SportsInnovation 2026, SportsPro's George Breare returns to the hosting seat for a conversation with Steffen Merkel, chief executive of German soccer's DFL.
Shortly after signing a contract extension until 2029, Merkel discusses what's driving the Bundesliga's record €6.33bn revenues and outlines the league's media rights strategy both at home and abroad.
There’s also a deep dive into how the DFL is approaching AI and emerging technologies, the impact of Harry Kane and other international stars, and why maintaining authenticity remains a key priority for the Bundesliga as the game evolves.
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