Heavyweight sports marketing agency IMG has expanded its presence in the Netherlands by striking a significant media rights distribution deal with the KNVB Dutch soccer body.
Through a tie-up unveiled today and running through to 2030, IMG becomes the international media rights distributor for a range of top-tier men's and women's domestic competitions in the Netherlands, as well as for home matches of the Dutch national women's team.
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Specifically, the deal covers the 12-team Women's Eredivisie league, the men's knockout Dutch Cup, and the men's Johan Cruyff Shield (Super Cup) – in addition to women's national team games – and extends across all countries outside the Netherlands.
It adds to an existing deal between IMG and the men's top-tier Eredivisie, through which the agency also holds international media distribution rights to the men's Eredivisie, with that deal (signed off last October) stretching through 2029-30 as well.
IMG also provides global advisory services for the 18-team league as it looks to grow its global brand presence.
The agency has sold global media rights to the Dutch league for over 20 years.
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By GlobalDataRobert Klein, senior vice president and managing director for football at IMG, has said of this new deal: "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.”
Dave Dekker, the KNVB's commercial director, added: "Together, we aim to engage and inspire a growing international fanbase, showcasing the excitement and quality of Dutch football to audiences worldwide. This partnership marks an important step in our ongoing efforts to strengthen our international presence and drive the future growth of the game. Together we colour the world orange.”
This agreement has been unveiled with the Dutch women's side in action tonight, playing a friendly fixture away to Portugal.
The next round of the 2025-26 Dutch Cup, meanwhile, will take place in mid-December, while the Women's Eredivisie is currently eight games into its campaign.
IMG, in terms of recent rights activity, secured an exclusive contract to manage the international media rights for next year's Rugby League World Cup earlier this month.
