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IMG secures Belgian Pro League media rights consultative contract

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Belgium's top-flight football league hopes to reach a wider audience both domestically and internationally

Sports and entertainment powerhouse IMG has secured a strategic partnership with Belgian football’s Pro League. This partnership will see IMG leading the media rights sales of the Pro League, marking a significant development in the sports media landscape.

Under the new agreement, IMG will be responsible for developing a distribution strategy and packaging that maximizes the value from the sale of the Pro League's domestic rights. This will commence with the upcoming tender for the 2025-26 season onwards. The rights cover the top-tier Jupiler Pro League and second-tier Challenger Pro League, as well as the Super League and Croky Cup.

In addition to domestic rights, IMG will also play a role in distributing the Pro League’s rights outside of Belgium. This international distribution is a crucial aspect of the partnership, expanding the reach of Belgian football to a global audience.

Direct collaboration with Pro League clubs

As part of the partnership, IMG will work directly with Pro League clubs. The sports and entertainment giant will advise the clubs on their commercial strategies and growth within the media industry. This direct collaboration will ensure that the clubs are well-positioned to leverage their media rights and maximize their commercial potential.

Currently, the Pro League’s domestic and international rights are held by sports streaming service Eleven Sports. Earlier this year, Eleven Sports was acquired by DAZN in a five-year deal running until the 2024-25 season. 

Lorin Parys, chief executive of the Pro League, said:

“We aim to grow the league as a sports entertainment company by leveraging the enormous reach the football game represents in Belgium. Our partnership with IMG is part of that ambition for our clubs and the league.

“The reach, network, and expertise that IMG brings to the table will ensure that we can create the most interesting proposition for our fans and the best possible value for our clubs.”

IMG's growing portfolio

The partnership with the Pro League adds to IMG’s growing list of football media rights distribution contracts. IMG is also responsible for selling international rights to the Dutch Eredivisie and Saudi Pro League. Furthermore, IMG handles national team tournaments and club competitions organized by CONCACAF, football’s governing body across North and Central America and the Caribbean.

This strategic partnership between IMG and the Belgian Pro League represents a significant development in the sports media industry. It not only expands IMG's portfolio but also promises to bring Belgian football to a wider audience, both domestically and internationally.

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