Bundesliga International, the global commercial rights division of the top German soccer league, has announced multiple new appointments to strengthen its presence in the Asia Pacific (APAC) region and India.

Tomoi Kouchi joins as head of East Asia, while Dennis Kittel has been promoted to the newly created position of head of Southeast Asia and India, and Mano Nhouvannasak will assume the role of head of strategic projects in the APAC region.

Kouchi will be responsible for growing the Bundesliga's presence in a key region that includes Japan and South Korea, where the league recently secured a new five-year broadcast deal with e-commerce giant, Coupang Play.

The sports industry veteran joins Bundesliga International from NBA Asia after almost 16 years at the regional arm of the top North American basketball league.

At the NBA, he was responsible for Japan’s media business, managed the NBA’s Rakuten partnership, and led its pan-Asia regional direct-to-consumer NBA League Pass streaming service. Kouchi also had prior stints at FIBA Asia and Reebok Japan.

Kittel will focus and consolidate on growing revenues and increasing Bundesliga’s market presence across important Southeast Asian markets as well as in India.

He joined Bundesliga International in 2018, overseeing sales and market growth and leading and implementing key strategic projects.

Nhouvannasak will be responsible for the strategic projects in APAC, particularly youth soccer projects like the Bundesliga Dream programs, and strengthening cooperation with regional soccer, sports, and government stakeholders.

Previously, Mhouvannasak held internationalization, brand, and business development roles at Bundesliga clubs Borussia Dortmund and Wolfsburg. He also previously held roles at the Sportfive agency, Lao Football Federation, and Lao Premier League.

Bundesliga International stated the strategic restructuring “will allow for more focused and deeper market growth in key Asian markets and intensify key market projects and cooperation with regional football, sports, and governmental stakeholders together alongside its clubs.”

Peer Naubert, Bundesliga International's chief marketing officer, said: “The Bundesliga has a special connection to the Asia Pacific region and over the last two decades has welcomed more Asian players than all other top European leagues combined.

“The APAC region represents a key growth area for the Bundesliga, and Tomoi Kouchi, Mano Nhouvannasak, and Dennis Kittel bring a wealth of experience, expertise, and network that will allow us to dive deeper and better tap into the growing market opportunities.

“The appointments will propel our overall growth across the APAC region by navigating the uniquely different region through a dedicated, market-by-market approach while underlining our market commitments to our current and future partners.”