Img Renews Dutch Distribution Deal

IMG has announced it has signed a multi-year agreement with the Eredivisie, the top-flight of football in the Netherlands.

Having represented the Eredivisie’s global rights for the last 20 year, IMG’s new renewal with EMM (Eredivisie Media & Marketing CV) means that the company will continue to distribute the international rights of the Eredivisie in all markets, excluding the Netherlands, until the 2024/25 football season.

According to a statement, ‘the agreement also includes the Netherlands’ second division Keuken Kampioen Divisie and 12 play-off matches that will determine qualification to European championships and promotion and relegation of teams.’

Frank Rutten, Managing Director EMM, said, “We are excited to continue our already long-lasting partnership with IMG, to bring Eredivisie to the homes of audiences all over the world. Together, we have been able to grow Eredivisie’s fan base over the years, with a solid promise of inspiring football and exciting young talent again and again. We very much look forward to continuing to do so over the next three seasons.”

Adam Kelly, President of IMG’s Media business, added, “We are delighted to renew our long-standing partnership with EMM to distribute elite Dutch football to a global audience. Over the last 20 years, our successful collaboration has helped Eredivisie grow from strength to strength, amassing a loyal fanbase across the world. We look forward to further amplifying the league and its key stakeholders to international audiences over the next three seasons.”