IMG, has broadened its footprint in the Netherlands by securing a substantial media rights distribution agreement with the Royal Dutch Football Association (KNVB). This deal marks a significant expansion of IMG's presence in Dutch football.
The partnership, announced recently and set to run until 2030, positions IMG as the international media rights distributor for an array of top-tier men's and women's domestic competitions in the Netherlands. The deal also includes home matches of the Dutch national women's team.
This comprehensive agreement specifically includes a variety of competitions and matches. These encompass the 12-team Women's Eredivisie league, the men's knockout Dutch Cup, and the men's Johan Cruyff Shield (Super Cup). Additionally, it covers games played by the women’s national team. This extensive coverage extends to all countries outside of the Netherlands.
Robert Klein, senior vice president and managing director for football at IMG, said:
"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.”
Building on existing partnerships
This new contract builds upon an existing relationship between IMG and Eredivisie, the top-tier men's league. Through this ongoing partnership, which was signed off last October and runs through to 2029-30, IMG already holds international media distribution rights for Eredivisie. In addition to these rights deals, IMG provides global advisory services for Eredivisie as it seeks to expand its global brand presence. With over two decades of experience selling global media rights for the Dutch league under their belt, this new venture is a natural progression for both parties involved.
The announcement coincides with an active period for Dutch football. On one hand, it comes at a time when the Dutch women's side is playing away against Portugal in a friendly match. On another note looking forward into future events; mid-December will see another round of action from the 2025-26 edition of Men’s Knockout Dutch Cup while the Women's Eredivisie is currently eight games into its campaign.
IMG's multi-pronged deal with KNVB represents a significant expansion of their involvement in Dutch football. This agreement not only strengthens IMG’s position as a global sports marketing powerhouse but also promises to boost the international visibility and brand presence of Dutch football.
