IMG, KNVB sign media rights deal
November 28, 2025
The Royal Dutch Football Association (KNVB) has announced a long-term agreement with sports marketing agency, IMG, to distribute the international media rights across its women’s football league and men’s domestic cup competitions, through to 2030. The agreement includes all international territories outside the Netherlands.
IMG will partner with the KNVB to represent the media rights for the Eurojackpot Women’s Eredivisie, Men’s Eurojackpot KNVB Beker (Dutch Cup) and Johan Cruyff Shield (Super Cup). It also includes matches for the Dutch Women’s National Team that take place in The Netherlands.
The agreement expands IMG’s relationship with Dutch football, following the extension of its partnership with the Eredivisie to distribute the international media rights for the Netherlands’ top-flight professional 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.
Dave Dekker, Commercial Director at KNVB, commented: “We are proud to announce our new partnership with IMG, a trusted leader in sports and media. This collaboration reflects our confidence in IMG’s ability to help elevate both men’s and women’s football on the global stage. Together, we aim to engage and inspire a growing international fanbase, showcasing the excitement and quality of Dutch football to audiences worldwide. This partnership marks an important step in our ongoing efforts to strengthen our international presence and drive the future growth of the game. Together we colour the world orange.”
Robert Klein, SVP & Managing Director, Football at IMG, added: “We are delighted to partner with the KNVB at an exciting moment for Dutch football, with the Dutch Women’s National Team in action against Portugal this evening and the Dutch Cup fixtures approaching. Dutch football has a proud heritage, and IMG is uniquely positioned to help expand the global visibility and growth of these competitions. We look forward to working closely with the KNVB to bring the game to new heights.”
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