As the new Bundesliga season kicks off with Bayer 04 Leverkusen defending their title, BMW is delivering a unique experience for soccer fans on the road. For the second consecutive year, BMW is offering its customers the opportunity to watch Bundesliga matches directly in their vehicles, thanks to a partnership with Deutsche Fußball Liga (DFL). The Bundesliga in-car app, first piloted last season, is now available again from August 2024 through May 2025.
The app, which is compatible with over half a million BMW vehicles equipped with BMW Operating System 8.5 and 9, offers on-demand highlight clips and selected live broadcasts. The app was successfully tested during last season and made its return on August 17 for the Super Cup match between Bayer 04 Leverkusen and VfB Stuttgart.
“We are thrilled to provide our customers with a unique soccer experience directly in their vehicles,” said Bernd Körber, Senior Vice President of BMW Brand and Product Management. “With the Bundesliga app, fans can enjoy a full game every two weeks in the DACH region, with German commentary, and three matches with English commentary internationally. This is part of our ongoing commitment to delivering exceptional digital experiences.”
For BMW’s flagship 7 Series, soccer fans can even watch live matches from the driver’s seat while driving at speeds of up to 60 km/h in Germany, using the BMW Personal Pilot L3. For safety reasons, other BMW models will require the vehicle to be stationary to view live video content, though on-demand content can be enjoyed as an audio stream while driving.
Dr. Roman Schade, DFL Head of Audiovisual Rights DACH, highlighted the success of the pilot phase, stating, “Football enthusiasts enjoy watching the Bundesliga even in vehicles. We are excited to continue the positive development of this innovative project.”
As BMW continues to enhance the immersive experience of in-car entertainment systems, soccer fans can look forward to further developments in the Bundesliga in-car app throughout the upcoming season.
