IMG appointed as strategic partner for the Belgian Pro League


Club Brugge v Standard Liege - Jupiler League

IMG has been appointed as strategic partner for the Belgian Pro League.

As strategic partner, IMG will undertake a deep analysis of the local media landscape to develop a media distribution strategy that enables the league to extract maximum value from its domestic market, ahead of its upcoming tender for the 2025/26 season onwards. This will also include guidance on stakeholder engagement, product strategy and rights packaging to optimise Belgian professional football’s commercial potential, including the Jupiler Pro League, Challenger Pro League, Lotto Super League and the Croky Cup.

Additionally, IMG will engage the Belgian Pro League clubs to consult on their commercial objectives and provide growth strategy recommendations within the media landscape.

Lorin Parys, CEO Pro League: “We aim to grow the league as a sports entertainment company by leveraging the enormous reach the football game represents in Belgium. Our partnership with IMG is part of that ambition for our clubs and the league. The reach, network and expertise that IMG brings to the table will ensure that we can create the most interesting proposition for our fans and the best possible value for our clubs.”

Beatrice Saunier, SVP Media for France & Benelux and EMEA Business Development at IMG, added: “Our pioneering in-house research, analysis and advisory capabilities enable us to deliver authentic, meaningful and actionable insights for partners. We have an in-depth understanding of sport, media, brands and fans that mean we can provide a strategic lens on key commercial drivers. We’re looking forward to working with the Belgian Pro League to help unlock the commercial potential of its professional game at a key strategic moment for the sport’s development.”

The deal strengthens IMG’s portfolio of football clients, having recently extended its agreement to distribute the international media rights to Concacaf’s top football tournaments, outside the Americas, in partnership with GRUP MEDIAPRO. IMG is also representing the international media rights for the Eredivisie, A-League, and NWSL.