EFL Clubs have today approved new international TV rights deals, in partnership with Pitch International and Relevent Sports, that will showcase and promote EFL competitions across the globe for the next four years.
Record International Fees
The deals represent record guaranteed international rights fees for EFL clubs and the new arrangements mean the League will be represented by two different agencies operating across global TV markets until the end of the 2027/28 season.
Pitch International will distribute EFL rights in Europe, MENA and rest of world regions, continuing the long-standing relationship which has been in place for 15 years.
In a new partnership for the EFL, sports and media rights agency Relevent Sports will become the distribution partner throughout North, Central and South America and will work with the EFL to build member clubs’ profile in this key region via a dedicated marketing partnership.
Distribution Rights
The rights of each deal will see Pitch distribute 155 exclusive Sky Bet Championship matches, 38 League One and Two matches, all Play-Off matches, all Carabao Cup matches and three Bristol Street Motor Trophy matches, alongside a more comprehensive package of rights for betting platforms.
For the Americas, Relevent Sports has the ability to sell all Sky Bet EFL matches, all Play-Off matches, all Carabao Cup matches and three Bristol Street Motors Trophy matches. Additionally, Relevent will have all betting rights throughout the US.
Streaming to Continue
As part of the new agreements,
EFL clubs will be able to continue international streaming services direct to fans overseas, where matches are not being broadcast exclusively, enabling those based abroad the chance to watch their team’s matches throughout the whole season.
The Club approval comes after full and comprehensive Request for Proposal (RFP) and Invitation to Tender (ITT) processes were undertaken to determine how to maximise inventory available, provide additional strategic value in key markets and generate enhanced value for Clubs across all three EFL Divisions.
EFL Chief Executive Trevor Birch said: “These new agreements represent not only guaranteed levels of revenue but also present the League and our 72 Clubs with a fantastic opportunity to establish further the EFL as a premium football brand in markets across the world. In Pitch and Relevent we have two partners with an in-depth understanding of the global TV rights markets and that knowledge, coupled with the enthusiasm of their teams, will hopefully ensure we achieve our objective of delivering value to Clubs alongside taking EFL football to as wide an audience as possible outside the UK.”
Henri Kamerling, Managing Director of Football at Pitch said: “The EFL has always been a highly valued and integral part of our business, so we are delighted to be continuing our partnership with them for another four-year cycle. We will continue to work with the League and its clubs to deliver the best broadcast coverage and explore innovative ways to grow the global fanbase for their competitions.”
Boris Gartner, President of Relevent Sports said: “As the EFL’s popularity continues to grow globally, we are thrilled to be partnering on this landmark rights agreement for the distribution of international football in the Americas. We are confident that Relevent’s expertise in co-investing with our partners will deliver a fantastic viewing experience and will drive new fans to the EFL. We are passionate about football and this collaboration underscores our commitment to bringing one of Europe’s most watched and highest quality leagues to millions of sports fans throughout the Americas.’’
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