Ekstraklasa Launches Media Rights Sales Process for 2027–2031 Cycle.

Roger Hampel

Image: Ekstraklasa

Ekstraklasa SA, the governing body of Poland’s top football league, has officially launched the sales process for domestic and international media rights covering the 2027–2031 seasons. The move follows a period of strong growth in the league’s visibility, commercial value, and audience reach both in Poland and abroad.

Growing Value of Poland’s Top Football League

In recent seasons, the Ekstraklasa has seen steady increases in UEFA ranking position, stadium attendance, and television viewership, supported by expanding engagement among younger fans. The league’s improved perception and consistent sporting competitiveness have strengthened its market position ahead of the next media rights cycle.

Currently, Ekstraklasa matches are broadcast domestically on CANAL+ Polska, with selected fixtures also available on Telewizja Polska (TVP) through a sublicensing agreement. The existing four-year deal, worth PLN 1.3 billion (approx. €300 million), represents one of the largest media contracts in Polish sports history and serves as a cornerstone of the league’s long-term development strategy.

Expert-Led Tender Strategy Ekstraklasa Media

Ekstraklasa remains one of the few leagues in Europe that manages the media rights sales process independently. The initiative is overseen by a dedicated team of experts led by Marcin Animucki, President of Ekstraklasa SA. The group includes specialists in media rights, television production, legal frameworks, communication, and technology: Małgorzata Borkowska, Leszek Miklas, Marcin Serafin, Michał Fereniec, Jarosław Stróżyk, and Kinga Szkutnik.

The process also benefits from the guidance of the Supervisory Board, represented by Karol Klimczak and Wojciech Strzałkowski, while Dariusz Mioduski, Vice-Chairman of European Football Clubs and a member of UEFA’s media rights committees, provides international expertise.

According to the league, the tender process aims to ensure maximum competitiveness and transparency, aligning with global best practices in sports media management.

Modern Media Hub in Development

Parallel to the rights sales process, Ekstraklasa is developing a new state-of-the-art Media Centre, set to open in 2027. The facility will serve as a production and innovation hub for live broadcasting, content distribution, and digital engagement, further strengthening the league’s position as a technologically advanced media organization.