Ekstraklasa appoints IMG for media rights tender
Ekstraklasa has appointed IMG to advise on its next domestic media rights tender as the Polish league seeks to convert rising attendances and viewership into stronger central revenues from 2027–28.
Ekstraklasa has named IMG as strategic adviser for the sale of its domestic media rights from the 2027–28 season, bringing in international expertise to design the tender and negotiate with broadcasters and streaming platforms.IMG will help develop the league’s rights strategy, determine the final package structure and support discussions with potential bidders. The agency will remain involved during subsequent contract negotiations.Ekstraklasa chief executive Marcin Animucki said: “The media landscape is evolving rapidly, with an increasing number of market participants expanding into new and often distant territories to strengthen their global footprint.“We believe IMG’s expertise and market insight will strengthen our sales process, so that we can capitalise on Ekstraklasa’s continued growth and build a strong revenue stream for the clubs over the next contract period.”The league intends to launch its formal request for proposals in September 2026 and expects to complete the domestic sales process before the end of the year.The appointment comes during a period of audience growth for Poland’s top division. Ekstraklasa reported more than 4.15 million stadium spectators during the 2025–26 season, alongside a 22% increase in viewing across linear television and digital platforms.Online audiences increased by almost 50%, while the league said its social media engagement regularly ranks between sixth and eighth among European football competitions.Those figures will form a central part of the sales proposition as Ekstraklasa seeks improved terms without undermining reach or affordability in its domestic market.IMG senior vice-president for the Middle East and Eastern Europe Victor Blundell said: “The Ekstraklasa is one of Europe’s fastest-growing football leagues with significant commercial potential.“We’re uniquely placed to advise on the next step in the league’s commercial development, with our global network of media rights experts and local market insights.”The league may consider dividing rights across linear, subscription streaming, free-to-air and digital products to encourage competition between established broadcasters and newer market entrants.Fragmentation could increase overall value but would need to be balanced against the risk of making matches harder or more expensive for supporters to access.Ekstraklasa independently produces and distributes its host broadcast feed through Live Park, giving it greater control over production standards and the content supplied to rights holders.A new €20m Live Park media centre is expected to introduce full remote production from the 2027–28 season. IMG is also advising on the centre’s technological infrastructure.Remote production could reduce operational costs, improve consistency and create more flexible feeds for broadcasters, sponsors and digital platforms.The league said its central media agreements rank among the 10 most valuable in European football, although a substantial financial gap remains between Poland and the continent’s leading domestic competitions.Improved performance by Polish clubs in UEFA competitions could strengthen the tender by raising interest in teams and players beyond the domestic audience.The next contract will determine whether Ekstraklasa can translate its recent audience growth into higher distributions for clubs while maintaining broad visibility across Poland.