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IMG (company)
IMG (company)
IMG (company)
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IMG, originally known as the International Management Group, is a global sports, fashion, events and media company headquartered in New York City.[1] The company manages athletes and fashion celebrities; owns, operates and commercially represents live events; and is an independent producer and distributor of sports and entertainment media.[2]

Key Information

History

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IMG was founded in 1960 in Cleveland, Ohio, by Mark McCormack, an American lawyer who spotted the potential for athletes to make large incomes from endorsement in the television age. He signed professional golfers Arnold Palmer, Gary Player and Jack Nicklaus as his first clients who collectively are known as The Big Three.[3] McCormack died in 2003.[4]

In 2004, Forstmann Little, led by Theodore J. Forstmann, acquired the company; Forstmann served as chairman and CEO until his death in late 2011.

On June 1, 2006, IMG Media acquired Tiger Aspect Productions, the producer of the British television series Mr. Bean and the company, along with Darlow Smithson Productions (also acquired in 2006) later sold to Endemol in November 2009.[5][6][7]

In 2006, IMG Media acquired nunet AG,[8] a provider of mobile TV services to mobile network operators around the world. Clients of nunet's mobile TV CMS currently include: Vodafone, Proximus, Vodacom, Mobilkom A1. Content distributed currently includes MTV, Fashion TV, Eurosport, and Discovery Networks.

In November 2007, IMG acquired Kentucky-based Host Communications, which had multiple business units with services ranging from sports marketing and broadcasting to the management of associations and non-profit organizations. The sports-related businesses were combined with the Collegiate Licensing Company (CLC) to form IMG College, while the association management division was renamed IMG Associations.

IMG was originally headquartered in downtown Cleveland in a complex built in 1965 across the street from Erieview Tower. When the IMG Center was built, it originally housed the Cuyahoga Saving Bank, which was acquired by Charter One Bank in 1998.

In 1997, IMG renovated the Cuyahoga Savings Bank Building and renamed it IMG Center. Following the acquisition of IMG by Forstmann Little, the headquarters remained in Cleveland, Ohio, for several years until officially relocating to its parent company's existing offices in New York, in 2010, though the IMG Center is still located on East Ninth Street in Cleveland.

On October 15, 2010, IMG acquired ISP, the multimedia rights holder for more than 50 universities based in Winston-Salem, North Carolina. As a result of the acquisition, IMG College retained ISP's former headquarters in Winston-Salem.[9]

On December 18, 2013, IMG was acquired by William Morris Endeavor and Silver Lake Partners in a $2.4 billion deal to form WME-IMG.[10] WME's Ari Emanuel and Patrick Whitesell served as co-CEOs.

WME-IMG reorganized in October 2017 with the parent company being renamed from WME-IMG to Endeavor, and IMG and WME becoming subsidiaries of Endeavor. Ari Emanuel became Endeavor CEO and Patrick Whitesell became Endeavor executive chairman.[11]

On October 23, 2024, it was announced that TKO Group would acquire several businesses from Endeavor, including IMG (aside from "businesses associated with the IMG brand in licensing, models, and tennis representation, nor IMG's full events portfolio"), as part of a $3.25 billion deal, with the transaction expected to close in the first half of 2025.[12] The deal was completed on February 28, 2025.[13]

Media

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IMG's Media Division produces, develops and executes multi-channel distribution strategies for federations, associations and events working with major global broadcasters, channels and platforms. Each year it delivers 45,000 hours of content originating from over 200 clients.

The company's multimedia product offering includes production of Channel 4's England men's UEFA Nations League and European Qualifiers and Super League rugby coverage, CBS' UEFA Champions League coverage, the DP World Tour and Ryder Cup coverage, and the Premier League's international broadcast feed.

IMG also produces and distributes Sport 24,[14] the live, linear sports channel for the airline and cruise industries, and EDGEsport, the linear action sports channel.

In 2012, IMG created IMG ARENA, a sports data and technology company for the betting, media and professional sectors.[citation needed]

Endeavor acquired Mailman Group in 2021, and its UK-based Seven League digital marketing agency was integrated into IMG's Media division.[15]

Trans World Sport was one of the first productions created by TWI/IMG when it began weekly production in May 1987. The 49-minute sports magazine programme airs in numerous countries around the world and is owned and distributed by IMG

Archive

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IMG's Archive Services (previously IMG Replay) houses the largest sports archive platform with over 500,000 hours of content dating back over 120 years including event footage, highlights, interviews, ISOs and programming, available in 4K, 3D and HR=D.[16]

IMG currently works with over 39 rightsholders helping to digitise, monetise and market their archive content including:

IMG also supports brands, agencies and production studios in securing rights and clearance for archive content.[17]

IMG Models

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IMG Models is an international modelling agency headquartered in New York City and with additional offices in London, Los Angeles, Milan, Paris, and Sydney. It is a subsidiary of the talent management company International Management Group. The company merged with William Morris Endeavor in 2013. In 2015, the agency represented more than half of the highest-paid supermodels. Ivan Bart is the current President, and Lisa Marie Benson is the Vice President.[18]

Consulting

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IMG's Consulting division works with rightsholders, and brands on commercial, marketing and sponsorship strategy. IMG's stadium and arena group works with leagues and franchises.

In Brazil, IMG worked with local affiliate IMM (former IMX), serving clients involved with the FIFA 2014 World Cup and the Rio 2016 Summer Olympics.

Joint Ventures

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IMG operates joint ventures with key partners across many areas of the business.

In Brazil, China, India, and Turkey IMM (Brazil, former IMX), CC-TV IMG (China), IMG Reliance (India) and IMG Dogus (Turkey) develop sports, fashion and entertainment properties in their respective territories.

In 2015, IMG and Euroleague Basketball agreed on a ten-year joint venture. Together they will manage the commercial operation, and management of all global rights covering both media and marketing of the EuroLeague (the premier competition for European professional men's basketball clubs) and its 2nd-tier competition, the EuroCup.[19]

In 2018, IMG and influencers Joe Sugg and Caspar Lee founded the joint venture Margravine Management, now known as MVE.[20][21]

Events

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IMG owns, produces and commercially represents hundreds of events worldwide.

Art

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Association Football

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Basketball

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Entertainment

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Figure Skating

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Golf

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Motorsports

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Rugby League

[edit]

Running

[edit]

Strongman

[edit]

Surfing

[edit]

Tennis

[edit]

Triathlon

[edit]

Volleyball

[edit]

IMG College

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Main article: Learfield

In late 2007, IMG acquired Host Communications and the Collegiate Licensing Company to form IMG College (later known as Learfield). In 2010 IMG acquired ISP Sports, which was based in Winston-Salem, North Carolina.[28] Today, IMG represents the multimedia rights for more than 90 universities, conferences, collegiate associations and venues along with the licensing rights to more than 150 colleges and universities as well as the College Football Playoff. Additionally, IMG Seating serves more than 100 universities, and IMG Learfield Ticket Solutions provides outsourced ticketing services to universities.[citation needed]

Fashion

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Licensing

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IMG's Licensing Division works in trademark licensing and currently provides its services to more than 100 Licensors of intellectual property.[citation needed]

eSports

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IMG eSports represents commercial rights on behalf of game publishers and tournament operators.

  • PGL
  • DPC WEU Tour
  • DPC NA Tour
  • EVO
  • EVO Japan
  • EVO Las Vegas
  • Combo Breaker
  • CEO
  • East Coast Throwdown
  • First Attack
  • Versus Fighting
  • UFA
  • Global Esports Federation
  • Global Esport Tours
  • Global Esports Games

In April 2022, the Global Esports Federation (GEF) announced IMG as their strategic partners and as a result the Commonwealth Esports Championship was formed.[29]

Channels

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Sport 24

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Sport 24 is a 24/7 live sports television channel owned by IMG, which is available on international airlines including AeroMéxico, Air New Zealand, All Nippon Airways, Cathay Pacific, Emirates, Etihad Airways, Singapore Airlines and Turkish Airlines, as well in international waters on cruise lines including Carnival, Celebrity Cruises, Princess Cruises, Norwegian Cruise Lines, Royal Caribbean Cruise Lines and P&O.[30]

The channel broadcasts live sport from 40 international federations and competitions. These include Premier League, National Football League, National Basketball Association, UEFA Champions League, ATP World Tour, PGA Tour, European Tour, Euroleague, UEFA European Championship, Olympic Games and Ryder Cup.[31]

Sport 24 launched in February 2012. A secondary part-time channel, Sport 24 Extra, launched in 2016, offering an extra 150 live hours a month and choice during concurrent events.[31] Both channels originate from IMG's production headquarters at Stockley Park, near London's Heathrow Airport. Sport 24 is available on Panasonic's live television service, which is broadcast via satellite to airlines.

See also

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References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

IMG (company)

View on Grokipedia
from Grokipedia
IMG is a global sports, media, and entertainment company specializing in talent representation, media rights management, event production, and marketing services for athletes, events, and brands. Founded in 1960 by attorney as the International Management Group (IMG) in Cleveland, Ohio, the company pioneered the sports management industry by signing golfer as its first client and expanding into representing top athletes across sports like , , and motorsports. Over the decades, IMG grew into a multifaceted organization, acquiring businesses in modeling, licensing, and event management, and establishing headquarters in while operating in over 30 countries across . In 2014, IMG was acquired by Endeavor Group Holdings, which integrated it into its portfolio of sports and entertainment assets. On February 28, 2025, , Inc.—the parent company of and UFC—completed its acquisition of IMG, along with On Location and (PBR), from Endeavor for approximately $3.25 billion, positioning IMG as a key pillar in TKO's expanded premium sports and live events ecosystem. Today, IMG serves as a trusted advisor to sports organizations, rightsholders, and , offering services in media rights sales and consulting, , fan engagement strategies, content production, and premium hospitality experiences. The company manages a diverse portfolio that includes representing elite athletes and influencers, producing major events such as Wimbledon broadcasting and international games, and handling licensing for iconic in and fashion. With a spanning more than 100 offices and partners worldwide, IMG leverages data-driven insights and innovative technology to create commercial opportunities and deepen connections between fans, , and properties. Its influence extends to culture and media, including stakes in IMG Models—one of the world's leading modeling agencies—and production of high-profile content for global broadcasters. Under TKO's , IMG continues to drive growth in the evolving industry, focusing on fan-first experiences and multi-platform revenue streams amid rising global demand for live events and .

History

Founding and Early Years

International Management Group (IMG) was founded in in Cleveland, Ohio, by , a young entertainment lawyer who recognized the untapped commercial potential in . McCormack established the company to represent athletes and manage their business interests, marking the birth of the modern sports agency industry. The company's first client was legendary golfer , secured through a simple handshake agreement that same year, which allowed McCormack to negotiate endorsement deals and personal appearances on Palmer's behalf. This partnership pioneered athlete endorsement strategies, transforming ers into marketable brands and generating significant revenue through corporate sponsorships and media opportunities. Building on this success, McCormack organized tournaments and events featuring Palmer, introducing innovative concepts in sports event production that elevated the sport's visibility. By the mid-1960s, IMG expanded its roster to include other top golfers, such as in 1962 and in 1963, forming what became known as 's "Big Three." This early growth solidified IMG's dominance in representation and allowed McCormack to leave his in 1967 to focus full-time on the business. Under McCormack's leadership, the company developed the foundational sports agency model, emphasizing negotiation of television rights and production of broadcast events to maximize athlete value and revenue streams. These innovations, including packaging sports content for TV broadcasters and securing sponsorship integrations, laid the groundwork for the global industry. McCormack's management philosophy, which stressed practical business acumen and relationship-building, was articulated in his early publications, notably The World of Professional Golf (1967), an annual review that introduced an influential unofficial world ranking system and analyzed the commercial aspects of the sport. This book and subsequent works shaped IMG's approach to athlete management, emphasizing and market expansion beyond traditional representation.

Expansion and Diversification

During the 1970s, IMG significantly expanded its portfolio beyond by entering the industry, signing high-profile players such as and building a dedicated tennis division that grew rapidly under executives like Bob Kain, who joined in 1976 as the third employee in the unit. This move coincided with IMG securing media rights for major tournaments, including the US Open, and further international growth through its established office opened in 1966, which facilitated European market penetration. By the end of the decade, these efforts positioned IMG as a key player in individual sports representation and event rights negotiation. In the 1980s, IMG diversified into broadcasting and media production, leveraging its early success with Wimbledon television rights acquired in 1968 to expand globally, producing and distributing content for events like the NFL's international properties and other major leagues. The company also launched its modeling division in 1987, treating models as talent akin to athletes and signing stars like and , marking entry into fashion and entertainment. Concurrently, IMG ventured into team sports by acquiring agencies such as Reich, Landman & Berry for representation, broadening its scope from individual athletes to . The 1990s saw further acquisitions and milestones, including deepened involvement in marketing through partnerships and rights deals, as well as launching comprehensive event production for the , enhancing its role in tournament management. By 1990, IMG represented over 300 athletes across sports, including 75 players, 40 players, and numerous and stars, underscoring its scale amid the era's sports commercialization boom. Following founder Mark McCormack's death in , the company faced challenges from the dot-com bust's lingering effects but was stabilized by Theodore Forstmann's acquisition through Forstmann Little & Co. in for $750 million, injecting capital and strategic focus.

Acquisition by Endeavor and Recent Developments

In December 2013, Endeavor (WME) and Silver Lake announced their acquisition of IMG for $2.4 billion, marking a significant consolidation in the sports and agency sector. The deal closed in May 2014, forming WME-IMG and integrating IMG's expertise in sports representation, , and media rights into WME's talent agency operations. Following the acquisition, IMG was fully incorporated into Endeavor's expanding portfolio after the company rebranded from WME-IMG in 2017, enabling cross synergies across sports, media, and entertainment. A key example was Endeavor's 2016 acquisition of (UFC), which leveraged IMG's event production and international media rights capabilities to enhance global distribution. This integration deepened in 2023 when Endeavor merged UFC with World Wrestling Entertainment (WWE) to form , generating an estimated $50 million to $100 million in annual cost synergies through shared media rights sales, content production, and live event infrastructure managed by IMG. Under Endeavor's ownership, IMG navigated the by adapting live events to hybrid formats, implementing rigorous health protocols, and shifting focus to virtual experiences, which minimized disruptions while accelerating growth. From 2022 to 2025, IMG expanded its footprint in , securing international broadcasting rights for on Sport 24 and enhancing media distribution for the Barclays Women's Super League starting in the 2025-26 season. These efforts aligned with broader initiatives, including eco-friendly event practices like reduced waste and carbon-neutral production for major sports properties. In parallel, launched its Women in Sports Committee in 2022, awarding scholarships to female athletes and promoting accessibility in youth programs through 2025. Leadership during this period fell under Mark , who served as Endeavor's president from and oversaw IMG's strategic operations, including content deals and portfolio synergies. A pivotal recent development occurred in February 2025, when TKO acquired IMG, On Location, and from Endeavor for $3.25 billion, positioning IMG as a core pillar of TKO's sports rights, production, and events ecosystem alongside UFC and . In this new structure, Shapiro continues as TKO's president and COO, directing IMG's growth. Financially, IMG contributed to Endeavor's Events, Experiences & Rights segment, which reported $2.53 billion in revenue, a 16% increase year-over-year driven by rising media fees amid competitive streaming demands. Post-acquisition, TKO's IMG segment generated $185.1 million in media , production, and content revenue in Q3 2025 alone, underscoring sustained growth in global broadcasting deals.

Talent Representation

Following IMG's acquisition by on February 28, 2025, the company's talent representation businesses—previously integrated with WME under Endeavor—were excluded from the deal and retained by Endeavor. These divisions now operate separately, with athlete and entertainer representation primarily managed through WME, and modeling under WME Fashion. IMG's core operations under TKO focus on media rights, events, and consulting rather than direct .

Athletes

IMG's athlete representation, historically integrated into WME Sports following Endeavor's 2014 acquisition, encompassed a diverse roster spanning individual and team sports, with a focus on elite performers in , , , football, , and soccer. However, this division was excluded from TKO's 2025 acquisition of IMG, remaining under WME Sports (part of Endeavor, now WME Group). As of November 2025, WME manages hundreds of professional athletes, providing services including contract negotiations, endorsement partnerships, career development, and . Tennis and golf representation, key legacies of IMG, continue under WME but were specifically excluded from the TKO deal. WME represents top-tier tennis talent such as Grand Slam champions , , and , alongside icons like and . These athletes benefit from tailored management securing endorsements, such as Świątek's multi-year deal and Alcaraz's Nike agreement. Similarly, in , WME handles players like and Gianna Clemente. For team sports, WME Sports' specialized teams focus on NBA, NFL, and MLB athletes, representing over 75 in basketball, such as and . In the NFL, clients like and receive support for contracts and media. MLB representation includes performance-based deals. Post-2021 NCAA changes, WME facilitates Name, Image, and Likeness (NIL) opportunities for college athletes. WME's strategies incorporate data-driven analytics for talent evaluation. Notable achievements include multi-million-dollar contracts, such as Dončić's extensions exceeding $200 million.

Models

IMG Models, established in 1987 as a division of IMG by founder , operates as a leading modeling agency in the fashion industry, but was excluded from TKO's 2025 acquisition of IMG and remains part of WME Fashion under Endeavor/WME Group. Headquartered in at 304 Park Avenue South, the agency maintains offices in , , , , and . McCormack envisioned models as marketable talents akin to athletes. The agency represents supermodels including and , and diverse talents like and . It provides booking for runway shows, campaigns for and , and editorial in Vogue and Harper's Bazaar. Training programs include Fashion Camp and Model Prep. In response to inclusivity calls post-2020, IMG Models has expanded diversity initiatives, with divisions like Curve and Brawn, and partnerships addressing biases. Talents participate in and licensing, such as Bündchen's lines.

Entertainers

IMG's historical representation of entertainers encompassed performers in music, theater, and , as well as speakers and broadcasters, through integration with WME and divisions like IMG Artists. However, these were excluded from TKO's 2025 acquisition; IMG Artists' arts and entertainment portfolio was acquired by MARI in November 2025. WME continues to manage such talents. IMG Artists represented figures like violinist and soprano , handling tours and consulting. Services included bookings, media deals, and endorsements. In speaking and broadcasting, WME Speakers represents personalities like for keynotes. Since the 2014 acquisition of IMG by Endeavor, which merged with WME, expansion into digital entertainers occurred, including podcasters like . This reflects a pivot to , integrating with WME's music roster (e.g., , ). Cross-promotion aligned entertainers with sports and events. Representation extends to actors like .

Event Management

Team Sports Events

IMG plays a significant role in the management and production of team sports events worldwide, leveraging its expertise in media rights, event operations, and global distribution to enhance fan engagement and commercial value. Through strategic partnerships and production capabilities, the company supports major leagues and tournaments in , , , , and , focusing on team-based competitions that draw millions of viewers. In , IMG holds exclusive rights to broadcast matches on its Sport 24 platform, serving inflight and maritime audiences, with an extension covering over 270 live games per season through 2028. The company managed the 's extensive video archive, licensing highlights and full-match content globally under a partnership that ran until 2025. For events, IMG served as the global English-language production hub for the , delivering programming for from its Stockley Park facility in . Additionally, IMG has secured broadcasting rights for the on Sport 24, ensuring coverage for international travelers. IMG's ties to include key personnel transitions, such as former IMG executive Maikel Oettle joining as Commercial Director in 2023 to oversee sponsorship and partnerships. IMG's involvement in basketball centers on consulting and operational support for leagues, including advisory roles for international competitions through its global sports consulting division. While direct operations in the are limited, IMG contributes to talent development pathways via , which hosts events and training integrated with G League prospects. For NBA All-Star events, IMG's production expertise supports ancillary programming and international distribution, though primary remains with the league. In rugby league, IMG maintains a 12-year strategic with the (RFL) and Europe, initiated in 2022, to overhaul commercial operations, media distribution, and event production. This includes grading systems for club licensing, global streaming via SuperLeague+, and efforts to expand the sport's reach beyond the . For , IMG co-developed the FIVB Volleyball Nations League in 2017 as a with the International Volleyball Federation, introducing a new annual tournament format to boost global participation and viewership among 21 national federations. The initial encompassed production and distribution of FIVB tournaments, including OTT streaming via Volleyball TV launched in 2018, and extended to events like the Challenger Cup. However, since 2020, FIVB's commercial rights have been managed by Volleyball World, a between FIVB and . In , IMG exclusively manages the NFL's international media rights sales across more than 30 markets in and since 2023, facilitating broadcasts for the International Series games held in venues like and . The company also provides production support for these overseas events, contributing to enhanced global coverage and fan experiences. Additionally, IMG offers stadium consulting services, with experts like James Lamb advising on football venue developments, including upgrades for NFL-compatible facilities. IMG's overarching strategies for team sports events emphasize media rights sales, where its global negotiates packages from over 70 rightsholders to maximize multi-channel distribution and . Sponsorship acquisition involves tailored partnerships, drawing on data-driven insights to align sponsors with event audiences, as seen in deals for leagues like the and . Global broadcasting efforts focus on innovative platforms like Sport 24 and streaming services, ensuring wide accessibility while integrating digital strategies to grow international viewership.

Individual Sports Events

IMG has played a pivotal role in the production and rights management of major tennis events since the 1960s, beginning with its involvement in Wimbledon television and video licensing in 1968. The company continues to represent media and sponsorship rights for The Championships, Wimbledon, under a long-term extension agreed in 2022, facilitating deals such as the 2025-2027 digital rights agreement with Tencent for mainland China. IMG also manages international and domestic media rights for the US Open Tennis Championships through an expanded multi-year partnership with the United States Tennis Association (USTA), renewed in April 2025 to drive global growth. In addition, IMG represents three of the four Grand Slam tournaments and produces content for ATP and WTA Tour events, including the acquisition of key ATP/WTA 1000 tournaments to bolster its portfolio. Note that in November 2025, IMG's international tennis events portfolio, including the Miami and Madrid Opens, was sold to MARI as part of the Arts & Entertainment division. In , IMG's encompasses prestigious competitions, with a focus on production, data services, and rights distribution through its IMG Arena division. The company produces and manages the biennial , the premier men's match between and the , held in September 2025 at Bethpage Black in New York. IMG Arena collaborates with the PGA of America and to deliver live data, streaming, and betting content for the , starting with the 2021 edition, enhancing fan engagement and commercialization. This extends to other major championships and events, where IMG's unrivaled portfolio supports global broadcasting and sponsorship opportunities. IMG organizes and produces iconic endurance running events, notably the TCS New York City Marathon, which it has managed since transforming it into one of the world's largest marathons, attracting over 50,000 participants annually. In triathlon, the company handles event management for high-profile races such as the Escape from Alcatraz Triathlon, partnering with Premier Event Management for race direction and implementation, including the 30th anniversary edition. For surfing, IMG produced the US Open of Surfing, a cornerstone of the World Surf League (WSL) circuit, drawing over 370,000 spectators across nine days in Huntington Beach, California, and showcasing elite action sports talent, under a multi-year partnership with WSL established in 2015. In November 2025, this event transferred to MARI following the sale of IMG's Action Sports portfolio. The company also leads in figure skating through its representation of the International Skating Union (ISU), managing production for the five major championships, including the ISU , such as the 2025 event in . IMG maintains an extensive video archive of ISU events dating back to 1993, covering disciplines like and to support global distribution. In strength sports, IMG produces the competition, founded in 1977, which tests athletes' power and endurance across 10 events with 25 competitors, culminating in the 2025 finals, held in May, where South Africa's Rayno Nel claimed victory. The event's production includes documentaries like "World's Strongest Man: 30 Years of Pain," highlighting its historical significance. In motorsports, IMG focuses on electric racing through a multi-year deal with , secured in February 2025, to exclusively manage and license the series' worldwide video archive exceeding 1,000 hours of content from the ABB FIA World Championship. This partnership enhances global coverage and commercialization, building on IMG's role in facilitating broadcast deals for the sustainable racing series.

Art and Entertainment Events

IMG played a significant role in the production and management of art and events until November 2025, emphasizing cultural immersion and experiential programming distinct from traditional competitions. Through its division, the company handled , sponsorship acquisition, and engagement for high-profile gatherings that blended , , and elements. These efforts, often integrated with IMG's broader talent and media operations, positioned the company as a leader in creating global cultural spectacles. In the art sector, IMG managed prominent international art fairs under the Frieze banner following Endeavor's acquisition of a majority stake in Frieze in 2016. Frieze New York, held annually in May at The Shed in Hudson Yards, featured over 60 galleries showcasing contemporary works from emerging and established artists, drawing collectors, curators, and industry professionals from around the world. Similarly, Frieze London and Frieze Los Angeles were produced by IMG, with the London edition in October at highlighting site-specific installations and sector-focused displays that fostered dialogue in the global . These fairs emphasized innovative curatorial approaches, such as unlimited editions and non-profit initiatives, contributing to Frieze's reputation as a premier platform for modern and . Note that the Frieze portfolio transferred to MARI in November 2025. IMG's involvement in fashion events extended to the production of major fashion weeks, including , which the company oversaw since securing naming rights with in 2009. This biannual event in February and September coordinated runway shows, presentations, and digital programming for over 100 designers, managing venue logistics at locations like Spring Studios and facilitating brand partnerships that enhanced visibility for represented models and talents. IMG also produced international editions, such as Fashion Week Madrid and Fashion Week, until withdrawing support from the latter in November 2024 to refocus resources. These productions integrated experiential elements, such as interactive installations and pop-up experiences, to engage diverse audiences beyond traditional buyers. These fashion events transferred to MARI in November 2025. On the entertainment front, IMG produced large-scale festivals like the Taste Festivals series, which combined culinary demonstrations, live music, and across global cities including , , and . The Taste of , for instance, held in June at , attracted over 30,000 attendees with chef-led tastings, pop-up bars, and performances, creating a hybrid food-and-culture experience. Another key event was 's Hyde Park Winter Wonderland, an annual November-to-January spectacle featuring illuminated markets, , circuses, and family-oriented shows, which drew millions of visitors and blended holiday with commercial activations. These events often incorporated hybrid elements, such as tie-ins with represented entertainers for performances, though primary focus remained on non-athletic spectacles. These entertainment events transferred to MARI in November 2025. Post-2020, IMG enhanced audience engagement in its art and entertainment events through digital innovations, including platforms for contactless entry and experiences to extend reach. For example, in partnership with Coach and during in 2017, IMG facilitated a VR activation allowing remote viewers to experience backstage and front-row perspectives, a model expanded in subsequent years for hybrid events amid restrictions. These strategies improved , with digital tools enabling real-time sales and data-driven personalization. IMG's revenue from these events derived primarily from ticket and admission sales, corporate sponsorships, and cross-promotional opportunities with its talent representation arms, such as featuring models in activations or entertainers in lineups. Sponsorships from luxury brands and cultural institutions provided significant for production, while ticket revenues scaled with attendance— New York, for instance, generated substantial income through VIP passes and general admission. This model supported event scalability and profitability, with partnerships amplifying exposure across IMG's media and consulting divisions. In November 2025, Endeavor sold IMG's arts and entertainment portfolio, including and Taste Festivals, to MARI, a new venture led by , marking a transition in ownership while underscoring the portfolio's established value. The sale also included action sports events such as the and the Nike Melbourne Marathon.

Media and Broadcasting

Production and Archives

IMG's media production arm, IMG Studios, operates in-house facilities that produce a wide range of content, including television shows, documentaries, highlight reels, and branded films, leveraging state-of-the-art studios for both live and work. These services support sports events and entertainment projects, creating immersive storytelling through formats such as all-access documentaries and clips to engage global audiences. Central to IMG's operations is its extensive sports archive, which contains over 500,000 hours of historic footage dating back more than a century, encompassing major events like ATP tennis tournaments, competitions, and races. Until early 2025, this library included Olympic footage through a long-term agreement with the , though that partnership has since transitioned to Infront. The archive, managed via the IMG Video Archive platform (formerly IMG Replay), serves as a key asset for licensing premium content to broadcasters, filmmakers, brands, and streaming services worldwide. IMG licenses its archival material to enhance programming on platforms including streaming services, enabling the integration of iconic sports moments into documentaries and series for broader distribution. This content is often repurposed for highlight packages and educational features, with exclusive deals such as those for extending access to over 3,600 hours of rugby-specific footage. Since the 2010s, IMG has invested in initiatives to modernize its , partnering with technologies like Imagen for cloud-based management, 24/7 remote access, and efficient logging of vast footage libraries. These efforts facilitate advanced search capabilities and support emerging strategies, including AI-driven enhancements for content retrieval and in sports media. Among its key assets are early films and recordings from the era, when IMG was founded in , alongside contemporary 4K productions from major events, providing a comprehensive timeline of sports history for licensing and production reuse.

Broadcasting Rights and Channels

IMG has long been instrumental in negotiating and managing for premier sports events, leveraging its expertise to secure global distribution deals. The company has represented the All England Lawn Tennis Club (AELTC) for Wimbledon media rights for over 50 years, handling worldwide sales excluding the and facilitating partnerships with broadcasters like for and . For the (NFL), IMG exclusively manages international media rights in more than 30 markets across , , and the since 2023, enabling expanded coverage through local and regional networks. Additionally, IMG distributes select broadcasting packages, including rights to over 270 live matches per season for in-flight and in-ship audiences until the 2027-28 term. A cornerstone of IMG's channel operations is Sport 24, a 24/7 live sports channel launched in 2012 in partnership with , targeting in-flight and cruise ship passengers. The channel broadcasts premium content from major leagues and events, delivering more than 16 hours of live programming daily across airlines and cruise lines, with a secondary feed, Sport 24 Extra, added in 2016 to provide additional viewing options. Sport 24 has secured exclusive rights for properties like the and Wimbledon, ensuring passengers access high-profile matches without interruption. Archive footage from IMG's extensive library occasionally enhances its programming to fill schedules and provide highlights. IMG fosters strategic partnerships with leading networks to amplify its rights portfolio, including collaborations with , , and for distribution in key regions. For instance, in extending international rights for the in 2025, IMG negotiated deals with for African coverage, for France and German-speaking markets, and as a primary UK partner for NFL games. These alliances enable seamless content flow to diverse audiences, from traditional cable viewers to streaming subscribers. The company's efforts generate substantial revenue through rights sales and distribution, with IMG's media segment contributing to parent company ' full-year 2025 projections of $4.69 billion to $4.72 billion in total revenue, bolstered by high-value deals like those for the and . IMG's strategies emphasize multi-platform delivery, blending over-the-top (OTT) streaming services with linear television to optimize reach and monetization. This approach involves creating tailored rights packages for broadcasters, digital platforms, and niche channels, ensuring adaptability to evolving viewer preferences across global markets.

Digital and eSports Media

IMG entered the eSports sector in 2017 by launching Boomeo, an online training platform aimed at developing competitive gamers through premium content, educational resources, and partnerships with prominent teams such as , , and , primarily focused on Counter-Strike: Global Offensive. This initiative marked IMG's initial foray into talent development amid the burgeoning market, which saw global audiences exceed 400 million by that year. Building on this foundation, IMG has grown its eSports representation to include media rights management, brand partnerships, and strategic consulting for major organizations and events. In , IMG formed a with the Global Esports Federation to support flagship competitions, including the Esports Championships in Birmingham and the Istanbul Global Esports Games, collaborating with for operational and commercial execution. By 2025, IMG expanded its client roster with an exclusive commercial agency agreement for , a leading multi-game eSports organization, to enhance global sponsorships and revenue streams. These efforts position IMG as a key advisor in commercializing eSports properties, representing rights for tournaments like EVO and Pro Circuit regional tours. In , IMG focuses on streaming rights acquisition, content production, and for talents and events. A notable example is its 2025 partnership with the Esports World Cup Foundation, where IMG handles global broadcast distribution, produces over 50 hours of live programming across multiple titles, and develops targeted digital and social content to amplify fan reach. This includes leveraging platforms like SNTV for international streaming, enhancing accessibility for the demographic. Post-2023, IMG has addressed emerging gaps in fan engagement through explorations in technologies and AI analytics, as outlined in its annual Reports, which emphasize personalized experiences and data-driven strategies to boost interaction in digital sports ecosystems, including . These advancements support initiatives like AI-powered content recommendations and blockchain-based fan ownership models, aligning with the sector's continued projected growth.

Consulting and Licensing

Consulting Services

IMG's consulting services provide strategic advisory in , media strategy, and , leveraging deep industry expertise to guide clients in maximizing commercial opportunities. The division employs data-driven methodologies, including in-house research and analysis, to deliver tailored strategies that enhance revenue streams and audience engagement. This approach is grounded in a comprehensive understanding of sports ecosystems, media landscapes, , and fan behaviors, enabling clients to navigate complex market dynamics effectively. In sports consulting, IMG advises on venue development, sponsorship strategies, and league formation to support organizational growth and infrastructure optimization. For instance, in 2013, IMG was appointed as a operations for the in , partnering with Amsterdam ArenA to assist in planning and operations across all tournament venues, ensuring alignment with international standards for fan experience and logistics. Sponsorship strategies often involve identifying high-impact activations, as highlighted in IMG's annual Events & Partnerships Trends Report, which analyzes global trends to recommend integrated brand alignments that drive measurable ROI. Media consulting focuses on rights valuation and distribution advice, helping federations and leagues monetize content across platforms. IMG represents organizations like the (USTA) in negotiating domestic and international media rights for the US Open, providing valuation expertise and distribution strategies that have secured multiyear deals enhancing global reach and revenue. This includes bespoke packages for live broadcasts, archives, and digital streaming, informed by proprietary market analysis tools that project audience metrics and licensing potential. Such advisory has been extended to tennis bodies like the through archive management and rights partnerships, optimizing content commercialization. IMG's client base spans governments, sports leagues, and brands, with projects addressing large-scale events and long-term strategies. Methodologies incorporate proprietary tools for and ROI projections, drawing on global data sets to forecast trends and mitigate risks. In recent years, post-2020, IMG has emphasized (DEI) consulting alongside initiatives, integrating these into advice to promote inclusive fan engagement and environmentally responsible operations, as seen in broader industry efforts aligned with client priorities like equitable access in youth programs and green event planning.

Licensing and Partnerships

IMG's licensing operations focus on managing for major sports and brands, facilitating the creation and distribution of merchandise such as apparel, accessories, and consumer goods. The company serves over 100 licensors worldwide, handling licensing to ensure brand integrity and commercial expansion into global markets. As a leader in this space, IMG has been ranked the top global licensing agent for multiple years by License Global, based on retail sales of licensed products. For instance, IMG manages the global licensing and merchandising rights for , enabling partnerships for official products tied to international tournaments. In , IMG extended its global licensing agreement with the in 2024, overseeing merchandise and brand extensions for the iconic endurance race, including apparel and collectibles distributed internationally. Similarly, IMG represents the as its worldwide licensing agent, developing programs for golf-related consumer products such as equipment lines and apparel collaborations that extend the tour's brand beyond events. These efforts emphasize strategic IP protection, with IMG providing legal expertise in contracts and to safeguard trademarks while pursuing expansions into emerging consumer categories like digital collectibles and lifestyle goods. By 2025, IMG's strategies have increasingly targeted sustainable product lines and integrations to broaden accessibility. IMG's merchandising initiatives generate substantial value through global programs, with the company overseeing more than $17 billion in annual retail sales of licensed products across its portfolio as of 2024. Notable deals include soccer-related licensing, such as partnerships for club-branded kits and accessories, often integrated with IMG's event management for leagues and teams to drive fan engagement. In golf, IMG's oversight of PGA Tour licensing has facilitated equipment lines with manufacturers, enhancing product innovation and market reach. Complementing licensing, IMG engages in joint ventures to amplify its reach in production and content distribution. Following the March 2025 merger of IMG Sports with Learfield, the combined entity manages ticketing and rights for over 200 U.S. collegiate athletics departments, focusing on integrated fan experiences. Another significant collaboration involves the , where IMG co-manages media production through a , though the tour acquired IMG's stake in 2022 to consolidate operations. These ventures often intersect with broader Endeavor ecosystem partnerships, such as cross-promotions leveraging UFC assets for event merchandising, though IMG's core role remains in licensing execution rather than direct ownership following Endeavor's 2024 asset reallocations.

Education and Training

IMG Academy

IMG Academy was founded in in , by renowned tennis coach as the Nick Bollettieri Tennis Academy, a designed to nurture elite young athletes through intensive training and . Initially focused on , the institution quickly gained prominence for its innovative approach to combining rigorous academics with professional-level sports development, attracting top talents from around the world. Over the decades, it evolved under IMG's ownership into a comprehensive sports education hub, emphasizing holistic growth for student-athletes in grades 6 through 12 and postgraduate levels. The academy offers specialized training programs in more than 10 sports, including , soccer, football, , , , , , and , delivered by pro-level coaches on a sprawling 600-acre featuring state-of-the-art facilities such as multi-sport complexes, performance centers, and residential dorms. With an annual enrollment exceeding 1,300 students, primarily boarding, the programs integrate a college-preparatory to ensure academic excellence alongside athletic prowess. Notable alumni include icon , who honed her skills there as a teenager, and a host of Olympians—such as players Aleem Ford, Arella Guirantes, Dwight Powell, and Josh Green—who represented 11 countries in the 2024 Paris Games, underscoring the academy's role in producing world-class competitors. Deeply integrated with IMG's global operations, the academy serves as a primary talent scouting , identifying promising early and facilitating their transition to representation, endorsements, and careers through IMG's division. This enhances opportunities for graduates, with hundreds securing college commitments and pro contracts annually. By 2025, has broadened its scope with expansions in support, including the "Mind Gym" facility focused on building competencies like resilience and focus, and eSports training programs launched via a with M80, offering camps for competitive gaming in titles like and to address emerging athletic disciplines.

IMG College

IMG College was established in 2007 as a division of IMG through the acquisition of Host Communications, a rights firm, and The (CLC), a leading provider of college licensing services. This formation consolidated IMG's presence in the collegiate sports sector, enabling comprehensive support for universities in monetizing their athletic programs. Headquartered in , IMG College quickly became a dominant player by integrating expertise in management and brand licensing. The company expanded its portfolio in 2010 with the acquisition of ISP Sports, another rights holder, which broadened its reach to additional universities and conferences. IMG College's core services encompassed rights management, corporate sponsorships, ticketing operations, licensing of collegiate trademarks, and solutions, all aimed at generating revenue for athletic departments while enhancing fan engagement. For instance, it facilitated major sponsorship deals, such as the 2011 UPS partnership covering approximately 70 colleges and multiple conferences, described as the largest sponsorship at the time. These efforts contributed to significant growth in collegiate athletics funding, with the industry seeing doubled or tripled revenues post-consolidation in the late . In 2012, IMG College entered a with Learfield Sports for ticketing services, further diversifying its offerings. By 2017, amid increasing competition in , IMG College agreed to merge with Learfield Sports, a deal completed on December 31, 2018, creating Learfield IMG College. The merged entity managed multimedia rights for over 200 institutions, providing integrated solutions in branding, licensing, broadcasting, and technology platforms to support collegiate athletics. Following the merger, Learfield IMG College continued to innovate, launching tools like the Fanbase Analytics platform in 2020 to optimize revenue through data-driven fan insights. In July 2021, the company rebranded simply as Learfield, streamlining its identity while retaining its focus on media, technology, and partnership services for college sports, now headquartered in Plano, Texas. This evolution marked the end of the standalone IMG College brand but preserved its legacy in advancing commercial opportunities within higher education athletics.

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  162. https://www.sportsbusinessjournal.com/Journal/Issues/2017/05/15/Colleges/IMG-College/
  163. https://www.learfield.com/2012/03/img-college-and-learfield-sports-form-joint-venture-in-ticketing-business/
  164. https://www.learfield.com/2018/12/learfield-img-college-complete-merger/
  165. https://www.learfield.com/2020/05/learfield-img-college-launches-fanbase-analytics-platform-to-drive-new-revenue-for-intercollegiate-athletics/
  166. https://www.learfield.com/2021/07/new-learfield-brand-reflects-innovation-and-fan-passion/
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