Global sports and entertainment agency, IMG, has recently announced a multi-year TV production deal with English soccer’s EFL. This partnership is set to revolutionize the broadcasting of the country's second, third, and fourth-tier soccer competitions.
IMG will serve as the production partner from the start of the 2024-25 campaign through to the conclusion of the 2028-29 season. This renewal signifies a commitment to enhancing both broadcast and streaming quality for several key competitions. These include: The EFL Championship, League 1, League 2, The EFL Cup (known as Carabao Cup due to sponsorship) and The EFL Trophy matches (known as Bristol Street Motors Trophy due to sponsorship)
The agency is expected to produce close to 1,700 matches per year for these competitions.
Nothing changes for Sky Sports after production change
Sky Sports holds exclusive domestic broadcast rights and airs over a thousand EFL matches per season on linear TV or streaming platforms. Under this new agreement, IMG will produce 866 matches specifically for streaming purposes while Sky continues producing content for its own platforms.
In addition to domestic broadcasts, IMG will also produce an additional 832 matches per season intended for international audiences. Pitch International and Relevant Sports hold these international rights which means that in total, IMG will be responsible for producing approximately 1,698 broadcasts each season.
EFL chief commercial officer, Ben Wright, said:
“It was imperative that our production partner had the experience, expertise, and capability to elevate our broadcast output across our competitions, and after a thorough RFP process, it was clear that IMG could offer the world class service level required with the track record to match.”
“Having started this relationship in 2019, IMG understands the EFL and the needs of its clubs. The enhancement of that relationship with increased output will provide significant benefit to Sky Sports, clubs, partners, and other affiliates.”
Not only enhancing quality but infrastructure
One major aspect of this deal involves improving match coverage by increasing camera setups at each game. Post-match highlights packages are also set receive an upgrade in order provide better content dissemination among media partners and clubs involved in these leagues.
Moreover, part of this initiative includes upgrading bandwidth available to EFL along with enhancing broadcast connection infrastructure. This move aims at safeguarding broadcasts against potential disruptions while ensuring seamless delivery of matches.
This deal is not the first time IMG has collaborated with EFL. The agency has been a partner since 2019, producing live stream video broadcasts for the body. This renewed commitment to enhancing production quality and infrastructure signifies a promising future for EFL broadcasting.
This new deal between IMG and EFL marks an exciting era in soccer broadcasting. With enhanced production quality, increased match coverage, and improved broadcast infrastructure, fans can look forward to an even more immersive viewing experience.
