Just three decades ago, a TV broadcast of a football match was a special event. Entire families would gather for national team or league matches, as often only one channel had exclusive rights to broadcast the games.

Today, sports are a multi-billion-dollar business, and media rights have become one of the most valuable commodities in the world of football. But who decides who can broadcast a given match—the league, the club, or the federation? And how is it possible for money from television and streaming rights to flow from the fan to the player’s salary?

What are media rights?

Media rights refer to a set of property rights held by the organizer of a sporting event, which allow for its commercial exploitation and media coverage. Television rights constitute a narrower category, granting the broadcaster the exclusive or non-exclusive right to broadcast matches or tournaments in a specific medium.

The rights holder, i.e., the event organizer, decides who can use its content and in what form. These rights form the basis for the commercialization and distribution of content across various media and territories. The key question is who among the event organizers actually holds these rights?

Media rights in Poland

In most cases, sports federations, both national and international, hold the television rights to the competitions they organize. They sign contracts with broadcasters and decide which matches will be broadcast and when.

When it comes to football, the main football organization in Poland is the Polish Football Association (PZPN). According to the statutes of the Polish Football Association, the PZPN, subject to the FIFA and UEFA statutes, is the exclusive owner of all property and non-property rights, including television rights, to competitions such as:

1. Polish national team matches (in all age categories),
2. Polish Cup matches organized by the Polish Football Association.

Entities authorized by the Polish Football Association to conduct broadcasts must operate in accordance with the Association’s separate regulations, including compliance with the requirements regarding interview zones and sponsor zones during broadcasts (including the obligation to use sponsor walls according to the template indicated by the Polish Football Association).

The Polish Football Association and the clubs participating in the two highest leagues are co-owners of the property and non-property rights to the matches concerning the remaining competitions and league matches.

These rights can be sold or licensed through separate agreements between the Polish Football Association (PZPN), the clubs, and the competition management entity (e.g., the league/broadcast producers). To sell the rights, it is necessary to obtain authorization from all clubs and the PZPN. Revenues from these rights are shared in accordance with the agreement between the PZPN and the clubs.

Ekstraklasa 

The top-tier league, the Ekstraklasa, is an exception. Since 2005, media rights to its matches have been held by Ekstraklasa SA, a company jointly established by the Polish Football Association (PZPN) and the clubs. The company centralizes the sale of television and streaming rights for Ekstraklasa matches, negotiates contracts with broadcasters, and manages revenue sharing. This allows clubs to achieve higher and more predictable revenues.

FIFA and UEFA 

For major events like the World Cup and the Euro, the Polish Football Association (PZPN) holds no rights. All media rights for the World Cup belong to FIFA, and for the European Championship, to UEFA. These organizations centrally sell the rights to broadcasters worldwide, maintaining complete control and maximizing revenue.

Revenue distribution

The distribution of financial resources obtained from the use of property and non-property rights is based on the principles established by agreements concluded between the Polish Football Association and the clubs participating in the two highest leagues, as well as the entity managing the competitions.

Pursuant to Resolution III/50 of March 31, 2025 of the Management Board of the Polish Football Association, revenues from marketing and media rights for clubs of the 1st, 2nd and 3rd leagues and the 1st women’s league are divided according to established limits and criteria, taking into account both equal division and the impact of the position in the table and the market value of the club.

Ekstraklasa SA also operates under two division models. After the last 2024/2025 season, each team received a fixed 50%, with the remaining funds dependent on several criteria: 18.5% was a bonus for placing in the table, 14% went to teams playing in European competitions, and 1% was the so-called parachute payments for relegated teams. Another 14% is allocated based on the historical ranking from the last five seasons, and 2.5% is a reward from the Pro Junior System program for promoting young players.

Summary

Media rights are now the foundation of football financing, from the national team level, through the league, and even clubs. They enable the professionalization of competitions and the rising salaries of players. At the same time, this is a complex area from both a legal and business perspective, requiring precise contracts, negotiations, and a thorough understanding of FIFA, UEFA, and the Polish Football Association’s regulations.

As a law firm, we assist clubs, federations, broadcasters, and sponsors with managing media rights, from contract negotiations to ongoing legal support. Contact us to help your club or organization protect and maximize its media potential.

Sources:

1. PZPN, Statute of the Polish Football Association (PZPN), consolidated version after amendments 20.102.2023.
2. Ekstraklasa SA, official website: ekstraklasa.org .
3. Polish Football Association (PZPN), Resolution of the Management Board No. III/50 of March 31,2025 , available at: https://pzpn.pl/public/system/files/site_content/635/6583-Sprawozdanie%20z%20posiedzenia%20Zarz%C4%85du%20III.2025.pdf .
4. XYZ, Lechici rozbili bank. Do mistrzów Polski popłynie 35 mln zł – Ekstraklasa i wypłaty [ENG: Lech Poznan has broken the bank. PLN 35 million will flow to the Polish champions – Ekstraklasa and payouts], available at: https://xyz.pl/lechici-rozbili-bank-do-mistrzow-polski-poplynie-35-mln-zl-ekstraklasa-i-wyplaty/#:~:text=Ekstraklasa%20podzieli%20280%20mln%20z%C5%82,degradacji%2C%20ale%20nie%20dla%20beniamink%C3%B3w%2C.