The Royal Netherlands Football Association, the governing body for football in the Netherlands, has extended its long-term global media partnership with IMG, the international sports, media, and events company, in a deal running until 2030.
The renewed agreement strengthens KNVB’s plan to grow the global footprint of Dutch football and ensure sustained visibility for its top competitions and national teams.
The expanded partnership gives IMG responsibility for representing international media rights to the Eurojackpot Women’s Eredivisie, the Eurojackpot KNVB Cup for men, and the annual Johan Cruijff Shield. Alongside these properties, IMG will continue its role as the exclusive distributor of KNVB’s international media rights for friendly matches and home fixtures of the Netherlands women’s national team. The agreement extends a working relationship that has lasted more than twenty years.
The deal arrives after IMG recently renewed its international rights partnership with the Eredivisie. IMG has taken Dutch league football into 142 countries through 35 broadcast partners, making the KNVB agreement a natural progression in elevating Dutch football’s global profile. With this new extension, IMG will integrate multiple Dutch football properties into its worldwide distribution network, giving the KNVB stronger commercial leverage across markets where appetite for national-team and cup competition content continues to rise.
Dave Dekker, Commercial Director of KNVB, said, ”We are incredibly proud of this new partnership with IMG, a world-class sports and media player. Their experience, network, and international reach give us the unique opportunity to further strengthen the global presence of both men’s and women’s football. With this partnership, we aim to inspire millions of fans worldwide and share the energy, passion, and quality of Dutch football. It’s a significant step in our international growth strategy. Together, we’ll elevate Dutch football; together, we’ll paint the world orange.”
Robert Klein, SVP & Managing Director Football at IMG, added, “We are delighted to be partnering with the KNVB at this special time. With the Netherlands women’s team playing Portugal tonight and the second round of the KNVB Cup approaching, Dutch football is in the spotlight. The Netherlands has a rich football tradition, and IMG is ideally positioned to grow these competitions worldwide. We are very much looking forward to an intensive and inspiring collaboration.”
IMG already works with leading global football organisations, including the Premier League, CONMEBOL, CONCACAF, CAF, the Saudi Pro League, the EFL, and the Georgian Football Federation. Adding an expanded KNVB portfolio further consolidates its position as a central player in international football rights distribution.
For the KNVB, the benefits are both commercial and strategic. The agreement provides a stable international media pipeline for a competitive period featuring the FIFA World Cup 2026 in North America, UEFA Women’s Euro 2025, and the next UEFA Nations League cycle. Wider reach is expected to support long-term brand equity for the Oranje and stimulate global fan acquisition across men’s and women’s football.
The renewal also reflects a broader shift in European football, where federations are locking in long-term media agreements to protect revenues and future-proof their global visibility strategies. For IMG, the deal adds depth to its football rights portfolio; for KNVB, it secures a distribution partner capable of amplifying Dutch football at a time when international competition for attention has never been stronger.
On the pitch, Ronald Koeman’s men’s side prepares for the World Cup next year, while Andries Jonker’s women’s team continues to build momentum after strong recent performances. Both teams stand to benefit from the heightened international exposure the deal delivers.
With key qualifiers, cup fixtures, and friendly matches ahead, the KNVB–IMG partnership ensures Dutch football enters the next cycle with a clear, globally focused media strategy and a strengthened platform to expand its international influence.
