The Bundesliga is more than just a football league — it’s a movement, a culture, and increasingly, a bridge between Europe and Africa. This was the key message at a special media day organized by Bundesliga International, where journalists were treated to exclusive insights into the league’s operations and growing African influence.
The day kicked off with a presentation by Jonas Knietig, Bundesliga International’s Head of Audiovisual Rights, who delved into the league’s global strategy, placing a spotlight on its presence across the African continent.
“We pride ourselves in having the highest average match attendance in the world — over 40,000 fans each week,” Knietig said. “And with an average of 3.3 goals per game, our matches are among the most exciting globally.”
This mass appeal, he explained, is rooted in fan ownership structures and affordable ticket pricing. “The average Bundesliga ticket goes for about 26 euros — the lowest among Europe’s top five leagues,” he added.
With 22 African players currently active in the league and 53 players of African descent, the Bundesliga’s connection to the continent is stronger than ever.
From match viewing experiences to community outreach programmes in Ghana, Nigeria, and South Africa, the league has doubled down on its African engagement.
“There are natural similarities between African and German football — passion, flair, and loyalty — and that makes our partnership not just strategic, but necessary,” Knietig emphasized.
The day’s focus then shifted to FC Augsburg, with CEO Michael Ströll giving a history of the club’s rise from humble beginnings in 1907 to its Bundesliga promotion in 2011. The club has remained in the top flight for 14 consecutive seasons. One of the standout moments in Augsburg’s history came in the 2014/15 season, when they secured a 5th-place finish and a Europa League berth — thanks in no small part to Ghanaian left-back Baba Rahman.
“Baba had a phenomenal impact in his only season with us,” Ströll recalled. “His performances were instrumental in our success that year, and his move to Chelsea remained our biggest transfer deal until last season.”
Stroll also highlighted the importance of the club’s community outreach programme in South Africa in 2024 as transformational for the players.
“It was important to get out there and experience real life,” he said.
After a brief coffee break, journalists were gifted customized Augsburg jerseys and headed to a mixed zone session with head coach Jess Thorup, DR Congo striker Samuel Essende, and Nigerian midfielder Frank Onyeka.
Onyeka, who later handed over a signed jersey to Joy Sports’ Fentuo Tahiru Fentuo, expressed excitement about the upcoming Unity Cup Match between Ghana and Nigeria.
“I’m really looking forward to the Unity Cup match between Ghana and Nigeria in June — it’s always special,” he said.
The afternoon included a behind-the-scenes lunch at the stadium’s hospitality cafeteria, followed by a visit to the club’s training ground, just 300 meters from the WWK Arena. In true Bundesliga fashion, players arrived for training on bicycles, underlining the league’s culture of sustainability and community. “It’s amazing to see how down-to-earth everything is — no flashy entourages, just football,” one journalist remarked.
The day ended with a private tour of the WWK Arena, which accommodates 30,000 fans — with 11,000 of those in safe standing zones, a unique feature of German football that adds to the raucous matchday atmosphere.
The most interesting discovery on that tour was that it costs the club roughly around Two Hundred and Fifty Thousand Euros a year to maintain just the pitch in the stadium.
Reflecting on the experience, many of the attending journalists agreed that the trip was not just informative, but eye-opening. In the end, it was a day that not only showcased the Bundesliga’s footballing excellence, but also its deepening roots in Africa — a partnership built on shared values and mutual respect.
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