IMG, a leading sports marketing agency, has announced the extension and expansion of its international media rights partnership with Eredivisie, the top-tier Dutch men's football league. The current agreement between the two entities will now run through to the end of the 2029-30 campaign.

The existing deal for these rights had been set to expire at the conclusion of the ongoing 2024-25 season. However, this extension ensures that IMG will continue as Eredivisie’s distribution partner for overseas broadcast rights until 2030. This move further solidifies a relationship that spans over two decades; IMG has sold global media rights to the Eredivisie matches for more than 20 years.

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Expanding global brand presence

In addition to distributing media rights, IMG will also provide global advisory services to help grow Eredivisie's brand presence worldwide. This strategic partnership aims at enhancing visibility and reach for the 18-team league on an international scale.

The tender process for agency rights concerning both international media and betting went live in early May with a bid deadline set on May 30th. While IMG retained its hold on media rights, it relinquished betting right ownership. Robert Klein, Managing Director of Soccer Media at IMG expressed his enthusiasm about this extended collaboration:

Robert Klein, Managing Director of Soccer Media at 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.”

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Bas Raemakers who was recently elevated as Head of International Commerce and Strategy at Eredivisie in late September after joining in April also added his thoughts:

Bas Raemakers, Head of International Commerce and Strategy at Eredivisie, 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.”

Domestic coverage secured until 2030

Domestically speaking, ESPN Sports Broadcaster is set to provide live coverage of Eredivisie matches catering specifically to Dutch audiences until 2030. This arrangement ensures local fans won't miss out on any of the action from their favorite teams.

In terms of recent soccer-related ventures, IMG has been quite active. In late July, the agency extended and expanded its relationship with both the Saudi Pro League (SPL) and Saudi Arabian Football Federation (SAFF) through a five-year production deal. This move further cements IMG's position as a global leader in sports marketing and media rights distribution.

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This extension between Eredivisie and IMG not only strengthens their long-standing partnership but also promises to boost Eredivisie’s global brand presence significantly. It is indeed an exciting time for Dutch soccer fans worldwide.

Pos	Team	W	D	L	M	Pts
1	Feyenoord	3	0	0	3	9
2	NEC Nijmegen	3	0	1	4	9
3	FC Utrecht	3	0	1	4	9
4	PSV	3	0	1	4	9
5	Ajax	2	2	0	4	8
6	AZ	2	1	0	3	7
7	PEC Zwolle	2	0	1	3	6
8	FC Groningen	2	0	2	4	6
9	Sparta Rotterdam	2	0	2	4	6
10	Fortuna Sittard	1	1	1	3	4
11	FC Volendam	0	4	0	4	4
12	Telstar	1	1	2	4	4
13	Go Ahead Eagles	0	3	1	4	3
14	FC Twente	1	0	3	4	3
15	NAC Breda	1	0	3	4	3
16	Excelsior	1	0	3	4	3
17	Heerenveen	0	2	2	4	2
18	Heracles	0	0	4	4	0

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