EFL: agreement renewed with IMG for the production of matches over the 2024-2029 cycle

The English Football League has extended its partnership with the global sports, events and entertainment agency IMG to produce matches from EFL competitions over the 2024-2029 cycle, announced IMG on 16/04/2024.

Of the 1,059 EFL competition matches broadcast each season by the pay-TV operator Sky in the UK, IMG will produce 866 for Sky Sports' streaming service, with the remainder produced by the operator for its main channel. "IMG will produce a further 832 matches (1698 in total) which will be utilised outside of the UK by EFL rights holders Pitch International (UK media rights and marketing agency) and Relevent Sports (US promoter and media company), who will distribute the premium broadcast feed across the world," explained IMG.

Sky extended its UK broadcasting rights to the EFL competitions (Sky Bet Championship, Sky Bet League One, Sky Bet League Two, Carabao Cup and Bristol Street Motors Trophy) for the 2024-2029 cycle (five seasons), on 05/05/2023. The total value of the agreement is £935m (€1.09bn), "including £40m (€46.8m) in marketing revenue," according to the governing…