February 10 – The German Bundesliga has moved to lock in a long-term presence in the Middle East after signing a Memorandum of Understanding with the UAE Pro League – a deal anchored by the launch of an official Bundesliga Academy in Abu Dhabi.
Announced during an official state visit and witnessed by German Chancellor Friedrich Merz and UAE President Mohammed bin Zayed Al Nahyan, the agreement formalised cooperation across youth development, technical expertise, broadcasting, fan engagement and commercial strategy.
Central to the partnership is the Bundesliga UAE Academy, which will operate out of the newly inaugurated Sport X Domes facility in Abu Dhabi.
The academy, developed in collaboration with local partner Target Global Sports, will be built around the Bundesliga’s youth development philosophy – a system that has become one of the league’s most exportable assets. It also marks a shift from short-term activations to embedded infrastructure, reinforcing the Bundesliga’s ambition to play a sustained role in football development across the MENA region.
“These announcements represent much more than a symbolic partnership – it is a clear statement of intent,” said Bundesliga International CEO Peer Naubert. “By formalising our collaboration with the UAE Pro League – witnessed by the respective heads of state – and launching a Bundesliga Academy in Abu Dhabi, we establish a permanent presence in the region and demonstrate long-term commitment to developing football at every level.
“The MENA region, and the UAE in particular, is a key strategic market for the Bundesliga, with enormous potential both on and off the pitch.”
“The Bundesliga has a proven track record of youth development, innovation, and fan engagement. Through this partnership with the UAE Pro League, we want to share our expertise, support the next generation of players and coaches, and contribute meaningfully to the continued growth of football across the region.”
The MoU was signed by UAE Pro League Chairman and UAE FA Senior Vice President Abdullah Nasser Al Junaibi, who positioned the agreement within the broader framework of bilateral relations between the UAE and Germany.
“This agreement, and the opportunities it creates, stands as another positive outcome of the close ties between the United Arab Emirates and the Federal Republic of Germany, and a foundation for meaningful collaboration in the field of football development,” Al Junaibi said.
Bundesliga recently opened a dedicated regional office in Abu Dhabi and has seen rapid audience growth across the Middle East and North Africa, where it is now the fastest-growing major European league in terms of fan interest.
That growth has been aided by a broadcast partnership with MBC Group. Earlier this week, the Bundesliga launched its first Arabic-language Instagram channel, BundesligaAR, supported by locally tailored content, Ramadan-focused campaigns and creator collaborations.
The UAE Academy is intended to function as the focal point of this wider ecosystem. Alongside elite training standards, the programme will connect to education and community initiatives, while selected players will be given exposure to Germany through established “Bundesliga Dream” pathways.
With development infrastructure, media reach, and institutional backing now aligned, the Bundesliga’s approach in the UAE has shifted decisively from market entry to long-term integration – positioning the league as an active stakeholder in the region’s football future rather than a visiting brand.
Contact the writer of this story, Harry Ewing, at moc.l1770725295labto1770725295ofdlr1770725295owedi1770725295sni@g1770725295niwe.1770725295yrrah1770725295
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