IMG, the sports, events and representation company, has renewed and expanded its long-standing partnership with the Eredivisie through to 2030. Under the new partnership, IMG will continue to distribute the international media rights for the Netherlands’ top-flight football league and provide global advisory services to grow the league and its brand around the world.

IMG has represented the Eredivisie’s international media rights for more than 20 years, expanding its reach to 142 countries and territories through 35 broadcast partners. IMG will continue to distribute the league’s media rights in all international regions, excluding the Netherlands, for the next five seasons.

The expanded relationship will also see IMG consult on new growth opportunities for the league, across international fan engagement as well as its wider media and international market strategy.

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, Media, IMG, added: “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.”

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Tags: Eredivisie, football, IMG