What IMG does

IMG is a global sports marketing agency founded in 1960 by Mark McCormack, headquartered in New York with regional headquarters in London (EMEA) and an office in Beverly Hills. The company provides an integrated platform of services spanning media rights distribution, broadcast production (Studios), brand partnerships, event management, digital & data, consulting, and channel distribution. It represents hundreds of sports properties globally including marquee leagues (Premier League, NBA, NFL, Euroleague Basketball), tournaments (Wimbledon, The Open, US Open, Solheim Cup, FIFA World Cup), and governing bodies (World Rugby, The R&A, DP World Tour, UFC, WWE), operating across Americas, APAC, EMEA, LATAM, MENA, and South America (excluding China).

IMG's underlying technology stack combines a comprehensive digital and data infrastructure for media rights distribution, content management, and sports analytics with one of the world's largest sports content archives—over 500,000 hours of footage spanning decades—including Bundesliga's 250,000+ hours of German football history. The company distributes this content through direct enterprise relationships with broadcast networks (CBS Sports, Sky Sports, ESPN), streaming platforms (DAZN, Amazon Prime Video, Paramount+), and proprietary channels including Sport 24 for in-flight and cruise ship audiences. Core products include Rights (representation), Channels (TV and digital distribution), Digital & Data, Brand Partnerships, Event Management, Consulting, and Studios (broadcast production).

IMG's business model is primarily transaction-fee and professional-services based: the company earns commissions on media rights distribution deals and sponsorship/brokerage arrangements, plus fees for event management, broadcast production, and strategic consulting. Pricing is bespoke and negotiated per engagement rather than publicly disclosed. GTM is enterprise field sales targeting rights holders (leagues, federations, governing bodies, event organizers) globally. Since January 2025, IMG has been a subsidiary of TKO Group Holdings (NYSE: TKO) following a $3.25 billion all-equity acquisition from Endeavor; the company has since divested its Arts & Entertainment and Action Sports portfolios to Mari, lost its 22-year Premier League Productions contract in May 2026, and is undergoing senior leadership restructuring while continuing to add major new partnerships across rugby, women's football, and European football.

Name

IMG

Legal name

IMG Worldwide, LLC

Website

https://img.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

IMG is a global sports marketing agency providing media rights distribution, broadcast production, brand partnerships, event management, and consulting services to hundreds of sports leagues, federations, and event organizers worldwide, now operating as a subsidiary of TKO Group Holdings.

Ownership category

akta.pro rank

Product category

Sports Marketing & Media Rights

NAICS

Advertising Agencies (541810), Media Representatives (541840), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Advertising Agencies (7311), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Esports Sponsorship, Sales & Brand Activation Agencies (MPAFADAJ)

Keywords

• Sports marketing agency
• Media rights distribution
• Broadcast production
• Brand partnerships
• Event management

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Media Rights Distribution: IMG earns commissions and fees by brokering and distributing media rights deals for sports properties to broadcast partners, streaming platforms, and global networks.
2. Brand Partnerships and Sponsorships: IMG facilitates commercial relationships between brands and sports properties, earning commissions on sponsorship deals, including naming rights, official partnerships, and branded integrations.
3. Event Management and Production Services: IMG generates revenue through organizing, managing, and producing sporting events, including event rights negotiation, logistics coordination, and broadcast production services.
4. Strategic Advisory and Consulting: IMG provides strategic consulting services to sports organizations on commercial strategy, digital transformation, and market expansion initiatives.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

IMG is a global sports marketing agency that represents and distributes media rights for hundreds of sports leagues, federations, governing bodies, and event organizers. It also produces broadcast coverage through its Studios division, brokers brand partnerships and sponsorships, manages live sporting events, delivers digital and data services, provides strategic consulting, and operates television and digital channels including the in-flight Sport 24 service.

Product overview

IMG is a leading global sports marketing agency offering an integrated platform of services across media rights distribution, broadcast production (Studios), brand partnerships, event management, digital & data, consulting, and channel distribution. The company represents hundreds of sports properties globally including major leagues (Premier League, Euroleague Basketball, WTA), tournaments (Wimbledon, The Open, US Open, Solheim Cup), and organizations (FIFA, UFC, WWE, World Rugby). IMG operates as a unified platform where these capabilities interconnect—rights distribution feeds content to Studios for production, Brand Partnerships leverages the portfolio for sponsors, Digital & Data provides technology services, and Event Management delivers live experiences. The portfolio spans action sports, American football, athletics, basketball, cricket, cycling, endurance, fight sports, football, golf, ice hockey, motorsports, rugby, sailing, snooker, table tennis, tennis, volleyball, winter sports, and esports. IMG has been in business for 65 years and is now part of TKO Group Holdings.

Differentiator

Problem solved

Functional benefit

Products and services

• Rights
• Channels
• Digital & Data
• Brand Partnerships
• Event Management
• Consulting
• Studios
• Sport 24
• Golf Portfolio
• UFC Media Rights
• WWE Media Rights
• Bundesliga Archive Rights
• Women's Super League International Media Rights
• Fnatic Global Commercial Agency
• Sports Archive Services

Quantifiable outcome

• Extended Euroleague Basketball partnership for 10 years, demonstrating long-term trust and relationship strength
• +1 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Euroleague BasketballcoreStrategic or Co-development Partner · 1 March 2024IMG and Euroleague Basketball extended their partnership for 10 years, covering comprehensive media rights distribution, commercial partnerships, and event promotion across global markets.
• World RugbycoreStrategic or Co-development PartnerIMG serves as World Rugby's strategic media rights partner, distributing international rugby broadcast rights to global networks and streaming platforms across multiple territories.
• BundesligacoreStrategic or Co-development PartnerIMG renewed its international video archive agreement with Bundesliga, continuing to manage and distribute German football content across international markets.
• FnaticminorGTM or Marketing PartnerIMG was appointed as Fnatic's global commercial agency, supporting the esports organization's brand partnerships and international sponsorship development.
• Women's Super League (WSL)coreStrategic or Co-development PartnerIMG negotiated a landmark CBS Sports deal for the Women's Super League, establishing major broadcast coverage across multiple territories and significantly expanding the league's international reach.
• World Aquatics ChampionshipscoreStrategic or Co-development PartnerIMG manages national partner relationships for World Aquatics Championships, coordinating commercial partnerships and sponsorship programs for international swimming competitions.
• The R&AcoreStrategic or Co-development PartnerIMG serves as media rights and commercial partner for The R&A, handling international distribution for major golf championships including The Open and AIG Women's Open.
• DP World TourcoreStrategic or Co-development PartnerIMG manages media rights distribution and sponsorship development for DP World Tour golf events, supporting the tour's international broadcast reach.
• adidasminorGTM or Marketing Partneradidas partnered with IMG for the Solheim Cup, activating brand presence through official sponsorship and sports marketing initiatives.
• DCT Abu Dhabi and Etihad AirwaysminorStrategic or Co-development PartnerDCT Abu Dhabi and Etihad Airways serve as main partners for Euroleague Basketball, with IMG facilitating these partnerships and supporting regional sports marketing initiatives.
• Mercedes-BenzminorGTM or Marketing PartnerMercedes-Benz partnered with WTA through IMG's commercial facilitation, establishing official automotive sponsorship for women's professional tennis.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Endeavor: Former parent of IMG and a global sports and entertainment conglomerate. Endeavor divested IMG to TKO in 2025 but retains majority ownership of TKO and operates overlapping sports representation, talent management, and events businesses (WME, UFC, PBR). Directly comparable as a broad incumbent in sports marketing and rights.
• Creative Artists Agency (CAA): Major talent and sports agency with global brand consulting and sports properties representation. CAA's sports division competes with IMG in athlete representation, endorsement deals, and brand partnerships for elite properties.

Direct peers

• Octagon: Direct competitor in global sports marketing, sponsorship sales, and athlete/brand representation. Octagon (owned by IPG) competes head-to-head with IMG for the same sports properties, brand partnerships, and event management mandates, including significant football and Olympics work.
• Wasserman: Direct competitor offering sports marketing, talent representation, and brand consulting. Wasserman competes with IMG across athlete management, sponsorship sales, and brand strategy for major sports properties and corporate clients.
• Sportfive: Global sports marketing agency specializing in media rights distribution, sponsorship sales, and event production. Directly comparable to IMG's core rights and partnership business, with strong football (European leagues and federations) overlap.
• Infront Sports & Media: Swiss-based sports marketing company owned by Wanda Group, focused on media rights distribution, sponsorship, and event management for winter sports, football, and other properties. Closely comparable to IMG in rights brokering and winter sports portfolio.
• Relevent Sports Group: International sports and entertainment company focused on soccer properties, media rights, and event management. Relevent competes with IMG in football rights and commercial partnerships, particularly in U.S. and Latin American markets.
• Deltatre: Sports technology and broadcast services company providing digital platforms, OTT solutions, and live production. Comparable to IMG's Studios and Digital & Data services, particularly for leagues seeking integrated technology and production partners.

Emerging players

• Two Circles: Sports marketing agency specializing in data-driven fan engagement, sponsorship valuation, and rights advisory. Comparable to IMG's Digital & Data and Consulting services, though Two Circles focuses more narrowly on data-led sports marketing.
• Elevate: Sports and entertainment consulting firm offering sponsorship sales, brand strategy, and content rights advisory. Comparable to IMG's Consulting and Brand Partnerships capabilities, with a more boutique, advisory-driven delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/IMG
• Facebookfacebook.com/IMGWorldwide
• LinkedInlinkedin.com/company/img

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IMG