Belgium's top-tier soccer league, the Pro League, has turned down the most recent set of offers for its domestic media rights spanning over the next five seasons. This decision comes after a thorough evaluation of all bids presented in the current tender process that began in September.
Following a meeting last week, the 16-team league announced it would postpone any decisions regarding this tender process. The league has chosen not to award any rights at this time. Simultaneously, it confirmed that a second procedure had been initiated to cover a limited number of lots for added flexibility.
The Pro League clubs have requested further market insights and potential interest in launching an in-house subscription channel for the Pro League matches. This move is often publicly discussed by European soccer leagues during tender processes but hasn't yet been adopted domestically by any league.
A study on this matter is currently underway with results expected before year-end.
Current status
The Pro League initially went to market with a tender for five seasons (2025-2030) on September 9th. The deadline was initially set as October 16th but was extended by two weeks later on. Throughout this process, IMG agency provided strategic support to the league.
At present, DAZN – which acquired previous rights-holder Eleven Sports in 2023 – holds both domestic and international rights of the 16-team Pro League under a five-year deal running through till 2024-25 season. Eleven collaborated with sports agency Mediapro to distribute international rights alongside the league. In total, eight packages are up for grabs - three specifically designed for the Pro League while others cover second-tier Challenger Pro League matches and various domestic cup competitions.
Earlier this month, bids were reportedly submitted by DAZN, Telenet, and Proximus. However, all offers fell short of the league's value recorded by GlobalData Sport as being worth approximately $109.6 million per season.
Platform-neutral packages
A notable development in this tender process is that the packages are platform-neutral. This means they cover both linear and streaming rights, offering a more comprehensive media coverage for potential bidders.
While the Belgian Pro League has rejected the latest set of media rights bids, it is exploring new avenues to maximize its reach and profitability. The consideration of an in-house subscription channel could potentially revolutionize how soccer leagues manage their broadcasting rights in Europe.
