The Dutch top-flight football league, Eredivisie has announced a new extended and expanded agreement with the global sports, fashion, events, and media giant, IMG.
Until 2030, IMG will continue to handle foreign media rights for the Netherlands’ top-tier professional football league while also providing global consultancy services to help the league and its brand flourish worldwide.
IMG has been handling Eredivisie’s international media rights for almost 20 years, increasing its coverage to 142 countries and territories via 35 broadcast partners. It will continue to administer the league’s media rights in all worldwide territories outside the Netherlands for the following five seasons.
The extended agreement will also include IMG consultation on new development prospects for the league, including international fan involvement and its overall media and international market approach.
Bas Raemakers, Head of International Commerce & Strategy, Eredivisie CV, said, “IMG has been a long-standing and trusted partner of the Eredivisie. We are delighted to continue and expand the relationship with IMG and further build on the league’s growing international presence. The development of our media product, especially in a number of strategic countries, is key to the league’s ambition for further growth in the competitive European football landscape.”
Robert Klein, Managing Director, football and media, IMG, said, “Over nearly 25 years, our successful collaboration has delivered commercial growth and opportunity for the Eredivisie, helping the league reach new audiences around the world. We’re proud to extend and evolve our long-standing partnership with the Eredivisie to further drive awareness of the league, its clubs and players, as well as setting the league up for long-term commercial success.
“IMG is uniquely placed to provide guidance and expertise for rightsholders on a global scale across key growth drivers that include competition structure, brand partnerships, digital, production, streaming, and media strategy and distribution.”
Recently, IMG also inked a long-term strategic partnership with the national governing body for cycling sport in Great Britain, British Cycling. The agreement was struck to support the federation’s long-term growth and sustainability of its event portfolio, and additionally to generate additional revenue for reinvestment in the sport.