June 24 – Poland’s Ekstraklasa has brought in sports marketing giant IMG to sell its next domestic television rights package as the league looks to build on a period of rapid growth both on and off the pitch.
The agreement will see IMG advise the league on the structure and sale of media rights from the 2027-28 season onwards.
Polish football finds itself in a stronger position than at any point in recent memory, buoyed by record attendances, growing television audiences and improving performances in European competition.
Five Polish clubs featured in UEFA competitions last season and the country’s coefficient ranking has climbed up again, helping strengthen the league’s argument that its domestic rights should command a higher value in the next cycle.
Ekstraklasa chief executive Marcin Animucki believes the league is entering the tender process from a position of strength.
“The media landscape is evolving rapidly, with an increasing number of market participants expanding into new and often distant territories to strengthen their global footprint,” he said.
“We believe IMG’s expertise and market insight will strengthen our sales process, so that we can capitalise on Ekstraklasa’s continued growth and build a strong revenue stream for the clubs over the next contract period.”
The Polish FA says that more than 4.15 million supporters turned up for matches during the 2025-26 campaign, the highest figure in league history. It also points to television and digital viewership rising by 22% and online audiences growing almost 50% thanks to younger audiences.
Animucki also highlighted investment away from the pitch, including a new €20 million Live Park production centre that will allow full remote production of league matches from 2027. The project is expected to reduce costs while improving broadcast quality.
“We’ve successfully matched our strong business performance in recent years with sporting progress,” Animucki said.
“We currently rank 12th in Europe, with five clubs participating in UEFA competitions. The league’s competitiveness, together with the unpredictability and excitement of our matches throughout the season make Ekstraklasa one of the most compelling football leagues.”
The league is expected to launch its formal rights tender in September, with a new broadcast agreement targeted before the end of 2026.
Victor Blundell, IMG’s senior vice-president for the Middle East and Eastern Europe, said: “The Ekstraklasa is one of Europe’s fasting growing football leagues with significant commercial potential.
“At IMG, we’re uniquely placed to advise on the next step in the league’s commercial development, with our global network of media rights experts and local market insights. We’re looking forward to supporting Ekstraklasa on building a strong domestic proposition that will help maximise its growth for the future.”
Contact the writer of this story, Harry Ewing, at [email protected].