SAFA SIGNS STRATEGIC MoU WITH BUNDESLIGA MEDIA

The South African Football Association (SAFA) has signed a Memorandum of Understanding with the Bundesliga, focusing on a number of key issues.

The five key principles are:

• MoU includes launch of Bundesliga Dream South Africa – first of its kind in Africa – giving the SA Under-16 national team a chance to compete in Germany
• Bundesliga is the fastest growing European league in South Africa, working alongside its clubs to support the development of football at all levels through its dedicated office in Johannesburg
• Earlier this year, RB Leipzig announced its tour to South Africa from 26-30 May

As well as youth development, the new key institutional partnership establishes a framework for long-term collaboration between Bundesliga International and SAFA across four other areas: commercial strategy and sponsorship, fan engagement and brand development, media training, and technical expertise for on- and off-field topics. Both organisations will work closely to create sustainable pathways for players, coaches, and administrators, ensuring lasting impact beyond the pitch.

A cornerstone of this agreement is sporting development, including the launch of the Bundesliga Dream South Africa initiative, a flagship project designed to support the development of elite young talent. The inaugural edition takes place from 15–25 May, giving the South African Under-16 national team a unique chance to train and compete in Germany.

As part of the programme, the team will train at, then play against the academies of SV Werder Bremen and DSC Arminia Bielefeld, gaining first-hand experience in a world-class football environment, following in the footsteps of Bafana Bafana defender Ime Okon, who currently plays for Hannover 96. In Bielefeld, the group will be joined by former Arminia forward and South Africa international Delron Buckley, who will pass on coaching tips.

Bundesliga Media has a long-standing and active presence in South Africa, working directly on the ground with key partners such as South African Broadcasting Corporation (SABC) and Vodacom. The league also continues its commitment to community-driven initiatives through its longstanding partnership with Amandla Social Enterprises, a global non-governmental organisation (NGO). For many years, this collaboration has been brought to life at South African Safe Hubs across various formats, leveraging football as a powerful tool for social change and youth empowerment.

Through its dedicated office in Johannesburg, the Bundesliga is working alongside its clubs to deliver the best of German football to new and established football fans across South Africa.

The next example of this is RB Leipzig, who visit the country later this month on a post-season tour following the conclusion of the current season, bringing Bundesliga action closer to local audiences. Leipzig follow in the footsteps of a number of other Bundesliga clubs actively involved on the ground in South Africa, including SV Werder Bremen, who have held coaching clinics in Durban and Cape Town, as well as FC Augsburg, who staged an international tour to the Rainbow Nation to prepare for last season.

“As football globalises, long-term relevance is built by contributing to the long-term development of the game,” said Peer Naubert, Chief Commercial Officer of Bundesliga Media.

“This Memorandum of Understanding with the South African Football Association reflects that approach. Together, we are strengthening football in the Rainbow Nation by developing talent, supporting structures and creating pathways from grassroots to the professional stage.

“The Bundesliga is already the most active and fastest-growing European league in South Africa, and this collaboration is an important step in continuing that journey with a long-term perspective.”

The signing of this MoU marks a new chapter in the ever-growing relationship between Bundesliga Media and South African football, combining elite expertise with local passion to unlock the next generation of talent.

“The Bundesliga is one of the top five leagues in the world, so the learnings and exchanges are vital for the technical development of our youth structures,” said SAFA CEO Lydia Monyepao.

“The partnership will allow our teams to execute their talent on a global stage and prepare for upcoming tournaments, ensuring necessary support and guidance from the Bundesliga and their clubs.”

The MOU is the latest Bundesliga initiative in Africa following the launch last month of a innovative partnership with broadcaster Canal+ to create a training programme for aspiring sports journalists. This season, Bundesliga also became the first European league to launch a League Pass offering in Africa, giving millions of fans in South Africa, Kenya and Nigeria another avenue to watch the Bundesliga live on mobile devices.

Supplied