Dubai Sports Channels has been named the official broadcaster of the Eredivisie in the MENA region through to 2028, in a deal secured by Eredivisie’s media rights partner, IMG. The agreement with Dubai Media Incorporated (DMI) will see the Netherlands’ top-flight professional football league return to a free-to-air broadcaster in the region, reaching more fans across MENA than ever before.
Through the deal, more than 100 million households across MENA will have access to localised coverage of up to 5 matches per week, featuring historical Dutch clubs such as Ajax, Feyenoord, PSV and AZ, and their iconic stars and talents. Dubai Sports Channels also aim to broadcast weekly preview programming, highlights, digital content and news clips.
Jan de Jong, CEO of the Eredivisie CV, said: “Dubai has special eye for talent and development. They are the new world. The Eredivisie is world famous and has a long history of scouting talent and the development of young players. There is where the two meet: the old and the new world. On top of all this Dubai Sports gives us access to over 100 million households. I hope that these people enjoy the beauty of poetry in motion which the Eredivisie still is now and in the future. The stars of tomorrow are shining today in the Netherlands”.
Salem Belyouha, CEO of Content, DMI, commented: “Eredivisie Professional Football League represents a substantial enhancement to Dubai Sports Channels’ positioning as the preferred destination for sports enthusiasts in the region. Through our coverage of the Eredivisie, we strive to deliver immersive viewing experiences and introduce the Arab audience to prestigious competitions renowned for producing many distinguished football icons.”
Abdul Rahman Amin, Director of Dubai Sports Channels praised the signing of the agreement, describing it as “a new step” in Dubai Sports Channels’ journey towards delivering comprehensive sports content that meets the aspirations of viewers in the Arab region. He added, “the Dutch Eredivisie is one of the most prominent football leagues globally, thanks to the high-calibre clubs competing each season and its role in developing talent, making it an ideal platform for young players to emerge internationally.”
Robert Klein, SVP and Managing Director, Football, IMG said: “Dutch football has a deep-rooted legacy and a passionate following across the MENA region that dates back decades. This new partnership ensures Eredivisie matches are more accessible than ever—reaching millions of fans across the region, free-to-air.
The growing presence of Arab players in the Eredivisie—such as Couhaib Driouech (PSV), Souffian El Karouani (FC Utrecht), Yassin Oukili and Faissal Al Mazyani (RKC Waalwijk), and Aymen Sliti (Feyenoord)—underscores the league’s increasing appeal and relevance to fans across the MENA region. Through our long-standing partnership, we’re proud to help expand the league’s international reach and bring the next generation of Dutch and Arab football stories to life.
IMG has represented the Eredivisie’s international media rights for more than 20 years, expanding its reach to 142 countries and territories through 35 broadcast partners. Last year, IMG expanded its long-standing relationship with the Eredivisie to distribute the league’s media rights in all international regions, excluding the Netherlands, for the next five seasons and provide global advisory services to grow the league and its brand around the world.
