Deutsche Telekom secures exclusive 3. Liga rights until 2031

Deutsche Telekom has secured exclusive media rights for Germany's third-tier football league, the 3. Liga, extending its deal with the German Football Association (DFB) until the end of the 2030/31 season. The agreement includes live coverage of all 380 matches per season, plus promotion/relegation playoff games, all to be broadcast on MagentaSport.

The renewed contract also grants Telekom extensive rights for distributing highlights and near-live clips across its MagentaTV and MagentaSport platforms. Telekom has been broadcasting the 3. Liga since the 2017/18 season and aims to further enhance the league's reach through integrated use of its TV, digital, and social media channels.

To broaden viewership, Telekom plans to offer select matches on a free-to-air basis via MagentaTV or a freemium model. Additionally, the company has acquired rights to broadcast 38 matches per season on free-to-view television, which can be aired through its own MagentaTV or with a partner.

The company stated that the 3. Liga's TV viewership has grown sevenfold since MagentaSport began its coverage in the 2017/18 season. Telekom has also introduced innovative production techniques, such as referee cameras and coach microphones, to enhance the fan experience.