Media Rights: UEFA extends global rights licensing deal with IMG until 2020


UEFA, the governing body of football in Europe, has renewed its worldwide master licensing deal with global sports and talent management agency IMG.

The extended terms of the agreement will see IMG continue to serve as the exclusive master licensee for UEFA Euro 2020 and other major national team tournaments through to the end of 2022. The previous three-year deal, that covered Euro 2016 in France, expired last year.

The new deal also includes the global rights to the UEFA Women’s Euro in 2021, UEFA U21 Championship in 2019 and 2021, UEFA Futsal Euro 2022 and the new Nations League Finals.  Euro 2020 marks the 60th anniversary of UEFA’s flagship and Europe’s most coveted national team tournament and will be staged in 12 cities across Europe. The 24-team tournament will run from June 12 to July 12.

IMG’s network of offices across Europe will develop an extensive licensing programme that will encompass fan, lifestyle, fashion and leisure products across a range of price points that will be designed to appeal to multiple consumer segments.

UEFA’s director of marketing, Guy-Laurent Epstein, said, “This agreement will allow us to continue to benefit from IMG’s extensive global licensing network and enable fans all over the world to be able to have access to a wide range of official Uefa Euro 2020 licensed products.”

Mickael Andréo, vice-president of licensing for IMG, said, “With Uefa Euro 2020, we now have a fantastic opportunity to work on a groundbreaking tournament format, which will create a unique platform to take this milestone celebration to more fans than ever before. We’re looking forward to selecting and working with partners who will allow us to maximise our retail presence across Europe as well as beyond and play a key role in the promotion of the event.”