Versant nabs Bundesliga US rights for $100M in Fandango streaming pivot

This deal underscores a broader market correction for mid-tier international sports rights as major networks prioritize domestic powerhouses like the NFL and NBA. By accepting a 33% reduction in annual rights fees, the Bundesliga provides Versant the premium live content needed to anchor Fandango’s transformation from a ticketing hub into a FAST competitor. For the ecosystem, this move validates a pivot toward barrier-free 'guest viewing' models that bypass traditional subscription paywalls to maximize ad impressions. Watch for how this hybrid strategy impacts the upcoming auction for Premier League rights, which currently sit with Versant’s former parent, Comcast.

The acquisition follows the official formation of Versant Media Group on January 2, 2026, as a spin-off from Comcast. Per Forbes (June 2026), the split separated former NBCUniversal cable assets—including CNBC, USA Network, and Fandango—into an independent company focused on a 'house of brands' strategy. This separation allowed NBCUniversal to focus on its film studios and Peacock streaming service, while granting Versant the flexibility to aggressively expand Fandango’s digital footprint into the free ad-supported streaming television (FAST) market.

In tandem with the English-language rights move, the Bundesliga took the unprecedented step of unbundling its domestic rights. Per Sports Business Journal (July 2026), Telemundo secured the Spanish-language rights in a separate three-year deal worth just under $10 million annually. Combined with the Versant deal, the league's total U.S. revenue remains roughly $30 million per year, matching its previous unified deal with Disney. This multi-partner approach reflects a localized strategy brokered by Relevent Sports to deepen engagement with specific demographics across both broadcast and digital platforms.

Fandango is supporting this content expansion with a significant platform rebrand labeled 'We Love Free.' Per CNET (July 2026), the service has dropped its 'at Home' designation and now offers over 3,500 hours of programming from the Versant library. By removing login requirements for its AVOD tier, Fandango is positioning itself to compete directly with established free services like Tubi and Pluto TV, using live sports as a primary differentiator for its guest-viewing experience.