Heavyweight sports marketing agency IMG has signed on as international production partner for German soccer's DFB-Pokal knockout cup competition.
Through a four-season deal with the DFB national governing body, beginning with the 2026-27 campaign, IMG will produce the live international coverage of all 63 DFB-Pokal games each year.
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This coverage will include both English-language commentary and graphics, with these to be added remotely at the agency's production centre in London, UK.
In addition to producing the live games, IMG will also be in charge of shoulder and digital content, including match highlight shows and clips, feature material, and promotional trailers.
The 2026-27 edition of the DFB-Pokal will get underway on August 21. Bayern Munich won the 2025-26 edition, beating VfB Stuttgart 3-0 in the final in Berlin late last month.
Kay Dammholz, the DFB's media rights director, said: "This new multi-format approach will provide international audiences with enhanced access to the DFB-Pokal, combining live action with engaging editorial content. We’re looking forward to working with IMG to further elevate the international coverage of the competition."
In terms of the knockout cup being showcased to an international audience, earlier this week, the Japanese broadcaster Gaora Sports unveiled rights to the competition for 2026-27. All 63 matches next season will be streamed on the Gaora On Demand platform.
Richard Bayliss, vice president and head of football content, studios, at IMG, added: "With big clubs playing away at lower-tier stadiums packed with passionate supporters, the jeopardy and authenticity of the [DFB-Pokal] is incredible, and the opportunity to showcase German football culture to a global audience is hugely exciting.
"By combining our global production expertise with high-quality storytelling and new formats, this partnership will ensure international fans can experience the drama and excitement of a competition unlike any other."
IMG adds the DFB-Pokal to an international production rights portfolio that includes soccer competitions such as the English Football League, the Saudi Pro League, and North America's Major League Soccer.
In German soccer, meanwhile, the agency renewed a rights deal with the top-flight Bundesliga in mid-May.
Having partnered on licensing efforts since 2019, IMG will continue to distribute footage from the Bundesliga, the second-tier 2.Bundesliga, and the season-opening DFL Super Cup, in all global markets outside of the DACH region (Germany, Switzerland, Austria, Liechtenstein, and Luxembourg).
This content specifically encompasses around 250,000 hours of footage from the DFL Media Hub, spanning all the way back to the competition’s inaugural 1963-64 campaign.
