The Dutch men's top-tier soccer league, Eredivisie, has initiated a request for proposal (RFP) process to invite agencies to bid on its international media and betting rights. This move marks a significant shift in the league's approach towards marketing its rights, which have been managed by the IMG agency for over two decades.
For the past 24 years, IMG has been responsible for selling Eredivisie’s international rights. However, as of the 2025-2026 season onwards, these rights will become available to other agencies. The 18-team Eredivisie is now looking to select an agency that can effectively market these rights on their behalf.
Agencies are invited to submit proposals for different sets of rights with varying terms. They can opt for either a three-year term or a five-year term depending on their strategic plans and capabilities. All necessary RFP documents will be shared with interested parties once they agree in writing to the terms and conditions of this bidding process.
The deadline set by Eredivisie for submission of bids is May 30 at 6pm (CET). Agencies are encouraged to prepare their proposals well in advance and ensure they meet all requirements before submitting them.
Eredivisie looking to explore more options for better deal
IMG is currently managing the international media and betting rights under a three-year deal that runs until the end of 2024-25 season. The sports entertainment giant has successfully sold global media rights excluding those in Netherlands across various international regions over two decades.
In addition, IMG recently ended Eredivisie matches blackout in Japan by securing a broadcast deal with FujiTV network - further demonstrating its expertise in expanding reach across different markets.
Alongside this development regarding international media and betting rights, Eredivisie has also renewed its long-term domestic media rights with ESPN. The Disney-owned international sports broadcaster secured the deal in February, ensuring continued coverage of the league's matches for local fans.
The RFP process initiated by Eredivisie marks a new chapter in the marketing of its international media and betting rights. It provides an opportunity for agencies to contribute to the growth and visibility of Dutch soccer on a global scale. As we approach the deadline, it will be interesting to see which agency will take over from IMG and how they plan to further enhance Eredivisie's international presence.
