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05/03/24 General

EFL agrees innovative new international TV rights deals to promote EFL clubs across the world

Written by Caprice Critchley

EFL Clubs have today announced that they will continue their 15-year partnership with Pitch International as they will carry on distributing the global EFL TV media rights in Europe, MENA, and the rest of the world regions, excluding Americas, in this multi-year deal that will showcase and promote EFL competitions, the world’s original league football competition.

The rights of the deal will see Pitch International 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. Relevent Sports will become the distribution partner for the Americas and will work with the EFL to build member clubs’ profile in this key region via a dedicated marketing partnership.

The deals represent record guaranteed international rights fees for EFL clubs and the new arrangements means the League will be represented by two different agencies operating across global TV markets.

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 a full and comprehensive Request for Proposal (RFP) and Invitation to Tender (ITT) processes were undertaken to determine how to maximise inventory available and generate additional value for Club 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 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.”

Read more in the EFL press release here.


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