IMG hired for DFB-Pokal global production as GAORA regains Japan rights
IMG will produce and package a new international broadcast feed for the DFB-Pokal from 2026–27 as Japan’s GAORA returns as rights holder with full-season streaming and selected live TV coverage.
IMG has been appointed the international production partner for the men’s DFB-Pokal for four seasons, starting with the 2026–27 competition.The German Football Association is using the deal to tighten control over how its domestic cup is presented outside Germany, with a standardised live feed, shoulder programming and digital assets designed to support rights sales and audience growth.Under the agreement, IMG will produce the live international feed for all 63 DFB-Pokal matches per season, with English-language commentary and graphics added remotely from IMG’s production hub in London.IMG will also deliver additional programming including a dedicated DFB-Pokal Zone studio show, match highlight shows, highlight clips, feature material and promotional trailers across the season.Kay Dammholz, DFB director of media rights, commented: “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 and showcasing the unique passion and drama of the DFB-Pokal to fans across the globe.”Richard Bayliss, IMG vice president and head of football content at IMG Studios, added: “The DFB-Pokal is one of the most iconic cup competitions in world football, thanks largely to its unique format and a history filled with amazing stories. With big clubs playing away at lower tier stadiums packed with passionate supporters, the jeopardy and authenticity of the competition 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.”In Japan, GAORA has reclaimed media rights to the DFB-Pokal for the 2026–27 season, building the property into a full-funnel offer across its pay TV channel and direct-to-consumer platform.GAORA On Demand will stream all 63 matches, while GAORA SPORTS will show a selection of fixtures on television, positioning the cup as a premium European football asset alongside its existing schedule.The operator is also using the summer to prime demand ahead of kick-off, with a July campaign that will make 20 matches from the 2025–26 season available to members at no extra cost, focusing on games featuring Japanese players.GAORA SPORTS will also air a curated set of seven matches during July as a free-to-air window via Sky PerfecTV free viewing, allowing audiences to sample the competition before the new season begins.The 2026–27 DFB-Pokal is set to start on August 21, 2026, with IMG’s international feed and GAORA’s Japan distribution both going live from round one.