SportyNet turns Bundesliga matchday into Oktoberfest spectacle in Brazil

While the Bundesliga rolls across Germany, SportyNet is planting its cameras inside Brazil’s biggest German‑culture celebration, turning Saturday’s matchday into a live festival experience. The partnership with Oktoberfest Blumenau brings the league’s round directly to the Spaten Platz venue, with a giant screen, on‑site crew and a programme that runs from 10h to 20h.

Strategic timing amplifies the venture

The deal arrives just over two months after SportyNet confirmed a three‑season extension of its Bundesliga rights, now secured until the 2028/29 campaign. By embedding the German league within the heart of the Oktoberfest, the broadcaster signals a shift from simple transmission to community building around the sport.

On‑site activation and fan involvement

Editorial leader Cássio Barco explained, “If we are inside Oktoberfest and have the Bundesliga to broadcast, a conventional coverage won’t do. We want to put football in the middle of the party and the party inside the broadcast.” The schedule includes a pre‑match hour beginning at 12h30, a live YouTube feed, and a televised slot on subscription TV.

Fans will see former players such as Lúcio, Ewerthon and Carlos Eduardo appear on the Spaten Platz stage, while typical Oktoberfest attire colours the streets of Blumenau. A one‑hour warm‑up broadcast also originates from the festival grounds.

The inaugural match, Augsburg versus Bayern Munich, kicks off at 10h30, with the live feed projected on the screen for festival‑goers. Photo credit for the promotional image reads “Foto: RD1 / RD1”, underscoring the visual partnership between SportyNet and the Bundesliga.

By merging sport and culture, SportyNet hopes to cultivate a dedicated fan base that associates the German league with the vibrant atmosphere of Brazil’s Oktoberfest, a clear statement of intent beyond mere rights‑holding.