The English Football League (EFL), a league of professional football clubs from England and Wales, sealed record-breaking international TV rights deals with Pitch International and Relevent Sports Group.
Pitch International, a leading sports marketing agency in the UK, has retained its role as the EFL’s partner for European, Middle Eastern, North African, and “rest of the world” territories, extending its longstanding 15-year partnership.
Relevent Sports Group, a New York City-based sports media company, has joined as the official broadcast rights distributor for North, Central, and South America, marking a new chapter for EFL’s reach in the Americas.
Fans worldwide can expect extensive coverage of the EFL under this agreement. The deal includes broadcast rights for 155 exclusive Championship matches per season, along with 38 matches each from League One and Two. Additionally, all play-off matches, Carabao Cup competitions, and three Bristol Street Motors Trophy matches will be accessible to international audiences.
EFL Chief Executive, Trevor Birch, said, “These new agreements represent not only guaranteed levels of revenue but also present the League and our 72 Clubs with a fantastic opportunity to establish further the EFL as a premium football brand in markets across the world. In Pitch and Relevent we have two partners with an in-depth understanding of the global TV rights markets and that knowledge, coupled with the enthusiasm of their teams, will hopefully ensure we achieve our objective of delivering value to Clubs alongside taking EFL football to as wide an audience as possible outside the UK.”
Henri Kamerling, Managing Director of Football at Pitch, said, “The EFL has always been a highly valued and integral part of our business, so we are delighted to be continuing our partnership with them for another four-year cycle. We will continue to work with the League and its clubs to deliver the best broadcast coverage and explore innovative ways to grow the global fanbase for their competitions.”
Boris Gartner, President of Relevent Sports, said, “As the EFL’s popularity continues to grow globally, we are thrilled to be partnering on this landmark rights agreement for the distribution of international football in the Americas. We are confident that Relevent’s expertise in co-investing with our partners will deliver a fantastic viewing experience and will drive new fans to the EFL. We are passionate about football and this collaboration underscores our commitment to bringing one of Europe’s most watched and highest quality leagues to millions of sports fans throughout the Americas.’’
Founded in 2004, Pitch International is a well-established sports marketing agency, representing some of the world’s leading sporting organizations, handling media rights, managing and delivering major events, and even producing critically acclaimed sports documentaries.
Founded in 2012, Relevent Sports Group is considered one of the biggest players in promoting soccer in North America. The company has also played a significant role in bringing prestigious leagues like LALIGA and the Premier League to the US for summer exhibition matches.
EFL, established in 1888, boasts the title of the world’s oldest professional football league. It currently comprises 72 clubs, primarily from England with a few Welsh additions. While it was once the top tier of English football, the Premier League’s formation in 1992 shifted the EFL to the second tier.