This landmark partnership, brokered by the Eredivisie’s global media rights partner IMG and solidified with Dubai Media Incorporated, marks a significant development in sports sponsorship and broadcasting within the region. The collaboration is poised to bring intense football action to more than 100 million households across MENA, enhancing accessibility and visibility for one of Europe’s most storied leagues.
This agreement ushers in the return of Eredivisie matches to a free-to-air platform in the MENA region via Dubai Sports Channels. The league’s famed clubs—Ajax, PSV Eindhoven, Feyenoord, and AZ Alkmaar—along with their iconic stars, will be broadcast with localized coverage. The partnership includes not only live match broadcasts but also a rich array of supporting content such as weekly preview shows, match highlights, digital pieces, and news clips.
The strategic collaboration speaks to broader goals of enhancing sports sponsorship through content marketing and media and social outreach, delivering tailored experiences to an engaged audience. It enables Dubai Sports Channels to deepen its brand presence as the preferred destination for football fans and sports enthusiasts across MENA.
The partnership leverages TV advertising and above-the-line (ATL) marketing initiatives to maximize viewer engagement and attract a diverse fanbase. Through coordinated campaigns, the collaboration aims to build anticipation and excitement, reinforcing the Eredivisie’s brand within an increasingly competitive sports landscape. Enhanced content marketing efforts will amplify storytelling around clubs, players, and memorable moments, creating a compelling narrative that resonates with local viewers.
With the addition of Eredivisie coverage, Dubai Sports Channels significantly strengthens its sports portfolio, offering a comprehensive football experience marked by live broadcasts combined with in-depth analysis and interactive content. This holistic approach highlights the power of well-orchestrated media partnerships in driving fan engagement and fostering sports culture across the region.
Jan de Jong, CEO of Eredivisie CV, emphasized the alignment of vision between the partnership stakeholders: “Dubai has a special eye for talent and development. They are the new world. The Eredivisie is world famous with a long history of scouting and nurturing young players. This partnership connects the old with the new, allowing millions across MENA to enjoy the poetry in motion that is Dutch football today and tomorrow.”
The presence of Middle Eastern and Arab players within Eredivisie clubs further enhances the league’s relevance to the MENA audience, creating authentic connections that enrich the viewing experience. This dynamic offers sponsors and marketers a fertile ground for media and social campaigns that highlight shared cultural touchpoints and foster community pride.
IMG, representing Eredivisie’s international media rights, has facilitated this deal as part of its long-term strategy to broaden the league’s global footprint. Dubai Sports Channels' coverage plan aligns with IMG’s vision to ensure Eredivisie’s accessibility and reach through innovative broadcasting and content strategies.
Abdul Rahman Amin, Director of Dubai Sports Channels, acknowledged the partnership’s significance: “Securing the Eredivisie broadcasting rights is a new milestone in delivering diverse and comprehensive sports content that meets the aspirations of the Arab region’s viewers. The Dutch league’s reputation for high-caliber competition and talent development makes this partnership a perfect fit.”
This collaboration is emblematic of how event sponsorship integrated with media rights can create robust platforms that enhance brand exposure, leverage TV advertising, and employ ATL marketing tactics for maximum resonance among target audiences. The multi-platform content marketing approach optimizes fan engagement and sponsorship return on investment.
By bringing the Eredivisie to millions of homes free-to-air, Dubai Sports Channels expands the horizons of sports media in MENA, demonstrating how strategic sponsorships and partnerships can amplify event prestige and audience reach. The partnership celebrates the fusion of sports excellence with innovative marketing techniques encompassing TV advertising, ATL marketing, and digital content marketing, further positioning Dubai as a global hub for premier sports entertainment.
With over three seasons secured, this close collaboration underscores the ongoing evolution of sports broadcasting and sponsorship strategies designed to engage passionate fans, elevate brand stories, and foster a vibrant football culture throughout the region.
Sources: IMG, Dubai Sports Channels, Eredivisie CV, Dubai Media Incorporated.
