About Peer Niclas Naubert
Shaping the Global Brand of the Bundesliga
Peer Niclas Naubert is a seasoned marketing executive and strategic leader in the international sports industry. With a career spanning two decades, Naubert has consistently worked at the intersection of brand growth, global expansion, and digital innovation. He currently serves as Chief Executive Officer at Bundesliga International GmbH, a position he has held since July 2022.
Before taking on the CMO role, Naubert held several senior positions within the DFL Deutsche Fußball Liga structure. From 2020 to 2022, he was Vice President of Marketing at the DFL, where he led brand strategy and global positioning efforts. Earlier, as Head of Global Marketing at Bundesliga International from 2018 to 2020, he established fan and market intelligence systems and developed scalable marketing strategies for both global and local markets. Under his leadership, the Bundesliga became the fastest-growing European top-flight league, supported by a dedicated marketing team and strong analytical foundations.
Earlier in his career, Naubert made a significant impact at Lagardère Sports. From 2017 to 2018, he served as Senior Vice President of Market Development, managing cross-functional teams to help European rights holders expand internationally. He had previously been Vice President of Product Management and Managing Director of Lagardère Sports Netherlands, where he drove digital product growth and led a commercial turnaround in the Dutch market.
Naubert began his professional journey at SPORTFIVE GmbH & Co. KG, where he spent over seven years in business development. His work there focused on executive-level strategic support, digital transformation initiatives, and mergers and acquisitions.
He holds a Master’s degree in Business and Marketing from the University of Münster, and in 2015 attended the Stanford Graduate School of Business to further develop his leadership capabilities.
With deep expertise in marketing, business development, and digital transformation, Peer Niclas Naubert plays a central role in defining the global presence of German football and driving innovation across the sports marketing landscape.
Our Exclusive Interview with Peer Niclas Naubert
Who is Peer Niclas Naubert outside of football? How do your personal values shape your professional life?
Outside of football, I’m first and foremost a dad and husband, a sports enthusiast, and someone who deeply enjoys spending time with friends, whether that’s playing or watching sports, travelling or somewhere with decent music and a solid espresso. I believe life’s best moments are often the simple ones, especially when shared with family and friends.
In my professional life, I’m driven by strong relationships, a sense of responsibility, and a belief that taking your work seriously doesn’t mean taking yourself too seriously. I value honesty, loyalty, and humour, which helps in building trust, staying calm in complex or difficult moments, and creating an environment where people can do their best work. At the end of the day, football is a people business, and I try to lead in a way that reflects that.
What inspired you to pursue a career in sports marketing, and how has your journey evolved over the years?
I’ve always been fascinated by the emotional power of sports. When my dad took me to my first Bundesliga game in 1990, it made an impression, the way a single moment can unite millions, spark conversations across continents, and create memories that last a lifetime. Early on, I enjoyed spending time on the pitch, court or course, but realised that I didn’t need to be an active player to be part of that magic. Sports marketing offered the perfect intersection of passion, creativity, and global business.
My journey has taken me from strategy and business development across various sports and markets to some of the most exciting global platforms in football. Along the way, I’ve learned that it’s not just about selling a product, it’s about telling stories that resonate, building long-term partnerships, and staying agile in a world that’s constantly changing. What hasn’t changed is my belief that sport is one of the few truly universal languages, and being able to help shape how it’s experienced around the world is a privilege I never take for granted.
As Chief Executive Officer at Bundesliga International, what has been your most defining project or initiative so far?
One of the most defining initiatives for me has been building a truly global and holistic approach to marketing the Bundesliga, one that connects the emotional power of football with long-term brand building, grassroots development, and commercial growth resulting in Bundesliga being the fastest growing league of all European top flights across the fan funnel.
That includes launching our first international marketing program, from Own & Operated, content partnerships to creator networks, but also extending our footprint on the ground globally: projects like Bundesliga Dream, which create real pathways for young talents to reach Germany’s top leagues, and Bundesliga Common Ground, where we are renovating football courts in local communities around the globe, turning brand love into real-world impact.
What makes me particularly proud is that we’ve managed to link football development, fan engagement and brand relevance in a way that’s authentic, measurable, and sustainable, and that we’ve been able to grow both our international media rights and our commercial partnerships in one of the most challenging market environments in recent memory. Of course, none of this would’ve been possible without the incredible team at Bundesliga International, who combine passion for football with a truly international mindset.
And while we’re not done yet, it’s been one hell of a ride already.
How do you approach building a global fanbase while preserving the Bundesliga’s local authenticity?
For us, it’s never about choosing between local roots and global reach, it’s about connecting the two. The Bundesliga’s authenticity, its fan culture, and community-driven clubs are not just our strengths at home, they’re what make the league unique on a global stage. So instead of trying to “translate” the Bundesliga into something it’s not, we bring international audiences closer to what it truly is: Football As It’s Meant To Be.
That means telling real stories, highlighting real characters, and giving fans around the world access to the energy inside our stadiums. But it also means being smart about formats, platforms, and languages, meeting fans where they are, not where we want them to be. Ultimately, global growth is not about becoming generic. It’s about being unmistakably Bundesliga, just with more people watching.
And let’s be honest: once you’ve experienced the electric Bundesliga atmosphere at a full Südtribüne on a Saturday afternoon, you don’t need much translation anyway.
What role does technology and data play in shaping your marketing strategies across different regions?
A central one. In a globalised, digital-first world, data is not just a tool, it’s a compass. It helps us understand who our fans are, what they care about, how they engage, and where we can add value. Whether it’s optimising content formats in Southeast Asia, personalising fan journeys in Latin America, or adjusting media strategies in MENA, data gives us the clarity to act with purpose, rather than assumption.
At the same time, we don’t let the numbers dictate everything. Technology and data are only as powerful as the human insights behind them. For us, it’s about using the best tools available to amplify what makes the Bundesliga special, our stories, our values, our fans. And ideally, turning a data point into a real emotional connection.
Who have been the most influential figures in your career, and how have they shaped your leadership style?
I’ve been fortunate to work with and learn from some truly exceptional people, managers and teammates alike. The ones who left the biggest mark were never the loudest in the room, but the ones who led with clarity, empathy, and consistency. They taught me that real leadership isn’t about knowing everything, it’s about asking the right questions, building trust, and empowering others to shine.
On a more personal level, my granddad, in regards to love for football. My parents shaped my view on responsibility and resilience early on. And becoming a father myself added another dimension: it reminds you daily that it’s all about presence, patience, and perspective, whether at home or at work.
What advice would you give to young professionals aspiring to work in sports business and global marketing?
Stay curious, stay humble, and be ready to roll up your sleeves. The sports industry looks glamorous from the outside, but behind every big moment are countless hours of hard work, coordination, and compromise. What sets people apart is not just passion for the game, but the ability to think strategically, work across cultures, and stay calm when things don’t go according to plan (which they rarely do).
Also, build relationships, not just résumés. This is a people business. Your network, your reputation, and how you treat others will shape your career more than any title ever will.
And finally, don’t wait for the “perfect” job. Get started, get your hands dirty, and learn fast. Football moves quickly. So should you.
What are your future plans and goals, both personally and professionally, as you look ahead in your career?
Professionally, I want to contribute to making the Bundesliga even more relevant, visible, and loved on the global stage. There’s huge untapped potential in how we connect with the next generation of fans across regions and cultures, and I see technology, data, and creativity as key drivers of that growth. From immersive content experiences to smarter fan engagement through AI and personalisation, I’m excited to help shape what the future of Bundesliga marketing can look like.
Personally, it’s all about keeping the balance and being more present at home. Spending quality time with my family and friends, staying active, and making sure I don’t lose the joy and curiosity that got me into this industry in the first place. I’ve learned that sustainable success doesn’t come from always going faster, it comes from knowing when to accelerate and when to breathe, and after all, even the best game plan needs a good halftime pause.
