Ekstraklasa Takes 2027-31 Media Rights Prep to SPORTEL Monaco, With IMG Advising and Bid Invitations Next

Ekstraklasa S.A. representatives attended SPORTEL in Monaco, according to Sport Marketing's report dated 24 October 2026. The event is described as one of the main international gatherings for sports rights, technology and television transmission. For the Polish league, this year's edition carried added weight because it is preparing to sell media rights for a new cycle covering 2027 to 2031 while marking 100 years of league competition in Poland.

During the three-day Monaco event, Ekstraklasa representatives met with domestic and foreign broadcasters, streaming platforms and media groups responsible for showing Polish league matches in international markets, Sport Marketing reported. The same account said the talks covered directions for broadcast development, distribution of sports content and the use of new technologies in match coverage. A panel discussion on artificial intelligence featured Marcin Serafin, according to both Sport Marketing and Golomania24.

The next formal step is to send invitations to submit offers to domestic and international media entities, Sport Marketing reported. Golomania24 described that stage as the point where general declarations turn into concrete financial and technical proposals, adding that the process would then depend on how interested broadcasters and platforms prove to be. The same outlet said the invitation itself would mark the process's move into a formal phase.

Ekstraklasa S.A. is using the American agency IMG as an adviser in preparing and conducting the tender, according to Sport Marketing. Golomania24 reported that IMG's role is to support the league in preparing offers and managing contacts with the media market, and described outside advisers as standard practice for multi-season packages spanning several distribution types. The new cycle covers seasons from 2027/2028 to 2030/2031, Sport Marketing reported, a span Golomania24 described as four consecutive league seasons treated as one unit in the sales plan.

Ekstraklasa S.A. and Ekstraklasa Live Park were represented in Monaco by Marcin Animucki, Michal Fereniec, Angelika Głuszek, Leszek Miklas, Marcin Serafin and Kinga Szkutnik, according to Sport Marketing. Golomania24 listed the same delegation, spelling the name Michał Fereniec, and said the large presence showed the league approaching media rights across business, organizational and technological dimensions.

The Monaco Times reported that SPORTEL returned with international broadcasters, technology providers and sports rights holders gathering to discuss content distribution and developments in sports programming. That description matches the general setting in which Ekstraklasa held its meetings, though the Monaco Times account did not name the Polish league.

Analysis: The value of the Monaco meetings lies less in any announced deal than in the sequence they establish. Ekstraklasa is moving from informal conversations toward a formal request for offers, with an outside adviser handling the process. For a league selling four seasons at once, that structure can give buyers a single, comparable set of terms to respond to. It also puts the league in front of international platforms at a time when streaming is described as increasingly important in the sports rights market.

Analysis: The 100th anniversary gives the sale a symbolic backdrop, but the practical question is distribution. Whoever buys the rights will shape where Polish viewers and foreign audiences can watch Ekstraklasa matches from 2027/28 onward. The technology and AI discussions at SPORTEL suggest the league is also thinking about how matches are produced and delivered, not only who pays for them. No prices, bidders or winners have been disclosed in the captured sources, so the next concrete signal will be the bid invitations and any subsequent announcement of selected partners.