IMG Worldwide

What IMG Worldwide does

IMG Worldwide is a global sports marketing agency founded in 1960 by Mark McCormack and now operating as a subsidiary of TKO Group Holdings (NYSE: TKO), the publicly traded sports and entertainment conglomerate formed in 2023 through Endeavor's merger with WWE. The company is headquartered in New York with a major London office and operates across the Americas, EMEA, APAC, LATAM, and MENA, representing more than 40 sports properties worldwide.

IMG's core service platform spans seven integrated capabilities: Rights (media rights representation and global distribution), Channels (programming strategy and channel management), Digital & Data (technology and analytics services), Brand Partnerships (sponsorship sales connecting properties with advertisers), Event Management (live event production), Consulting (strategic advisory for market entry and commercial strategy), and Studios (content and documentary production). The company also publishes an annual Digital Trends Report as a thought leadership product. Its represented portfolio includes Premier League, Bundesliga, Wimbledon, The R&A, WTA, ATP, MotoGP, NASCAR, World Rugby, Euroleague Basketball, FIFA, the Olympics, UFC, WWE, SailGP, and the UFL, among others.

IMG monetizes through a professional services and licensing model, earning commissions on media rights representation, fees for brand partnership brokering, advisory retainers, and production fees for events and content. Go-to-market is enterprise field sales — direct, long-cycle relationship management with sports leagues, federations, teams, and brand sponsors. The company holds one of the world's largest sports archives with over 500,000 hours of footage (the Bundesliga archive alone exceeds 250,000 hours), representing a significant intangible data and content asset. Customer base is concentrated in tier-1 sports rightsholders and global brands, with multi-year representation contracts creating high relationship stickiness.

Name

IMG Worldwide

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 Worldwide is a global sports marketing agency and subsidiary of TKO Group Holdings that represents 40+ sports properties (Premier League, Bundesliga, Wimbledon, UFC, WWE) across media rights, brand partnerships, consulting, events, and content production for leagues, federations, teams, and global brands.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

NAICS

Advertising Agencies (541810), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Sports Teams and Clubs (711211)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Esports Sponsorship, Sales & Brand Activation Agencies (MPAFADAJ)

Keywords

• Sports marketing agency
• Media rights representation
• Brand partnership services
• Sports event management
• Sports consulting

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Rights Representation: IMG represents sports leagues, federations and events for media rights distribution globally. This includes negotiating and distributing broadcast rights across television, streaming, and digital platforms worldwide.
2. Brand Partnerships & Sponsorship: IMG facilitates sponsorship deals between brands and sports properties, managing commercial relationships and partnership activations for rightsholders.
3. Strategic Consulting: IMG provides advisory services to sports organizations on media strategy, market expansion, and commercial development.
4. Event Production & Studios: IMG produces sports content and events, including world-class live coverage, studio programming, and documentary production.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

IMG Worldwide is a global sports marketing agency that represents media rights, sells brand partnerships, produces events and content, and provides strategic consulting for sports leagues, federations, teams, and brands worldwide. Its service platform spans Rights, Channels, Digital & Data, Brand Partnerships, Event Management, Consulting, and Studios, operating against a portfolio that includes the Premier League, Wimbledon, UFC, WWE, World Rugby, Bundesliga, the WTA, and 40+ other sports properties.

Product overview

IMG Worldwide is a global sports marketing agency that operates as a unified platform offering integrated services rather than a single product. The core service portfolio includes Rights (media rights distribution), Channels (programming and distribution), Digital & Data (technology and analytics), Brand Partnerships (sponsorship sales), Event Management (live event production), Consulting (strategic advisory), and Studios (content production). IMG represents an extensive portfolio of sports properties including major leagues (Premier League, NFL, NBA, UFC), Grand Slam tournaments (Wimbledon, US Open), motorsport championships (MotoGP, NASCAR), golf events (The Open, Ryder Cup), and many others. The agency also publishes the annual Digital Trends Report providing industry research. IMG functions as a sports marketing intermediary connecting rights holders with broadcasters, brands, and fans globally.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Bundesliga archive: 250,000 hours of content covering 60+ years of German football history
• +3 more outcomes

Named customers9 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

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and major.

• CBS SportscoreChannel Partner/ Reseller/ Distributor · 28 May 2026IMG negotiated the exclusive U.S. English rights agreement for the Women's Super League on behalf of WSL Football. CBS Sports/Paramount+ will stream 183 matches per season through 2030.
• Bundesliga / DFL MediacoreChannel Partner/ Reseller/ Distributor · 13 May 2026Multi-year renewal of partnership for IMG to license Bundesliga's international video archive rights (Bundesliga, Bundesliga 2, Franz Beckenbauer Supercup) outside DACH region. IMG has represented Bundesliga's archive content since 2012.
• adidasmajorGTM or Marketing Partner · 6 May 2026adidas became Official Footwear Supplier and Event Supporter of The 2026 Solheim Cup, joining an illustrious list of official partners including PING, Skyscanner, Rolex, and John Deere.
• World RugbycoreStrategic or Co-development Partner · 30 April 2026Long-term strategic media rights partnership designed to accelerate rugby's growth in the United States and globally ahead of the Men's and Women's Rugby World Cups in 2031 and 2033. IMG provides strategic advisory on U.S. and global media rights, distribution, content, and in-market initiatives, building on their 30-year relationship.
• WTA (Women's Tennis Association)coreStrategic or Co-development Partner · 11 December 2025IMG provided additional support to WTA Ventures in negotiating the landmark long-term partnership with Mercedes-Benz as Premier Partner and Exclusive Automobile Partner of the WTA Tour.
• Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi)majorGTM or Marketing Partner · 24 September 2025DCT Abu Dhabi and Etihad Airways became main sponsors of Euroleague Basketball for four years, with Experience Abu Dhabi branding featured across games, broadcasts, and team jerseys.
• Etihad AirwaysmajorGTM or Marketing Partner · 24 September 2025Official airline partner and main sponsor of Euroleague Basketball for four years, connecting the UAE carrier with the competition's 90 million passionate global fans.
• FnaticcoreStrategic or Co-development Partner · 31 March 2025Global gaming and esports performance brand Fnatic appointed IMG as its exclusive commercial agency to accelerate growth worldwide through new sponsorship opportunities across jersey, talent, and digital assets.
• TKO Group Holdings / EndeavorcoreStrategic or Co-development PartnerIMG is part of TKO Group Holdings, a US publicly traded company. In 2024, IMG was owned by the Endeavor group of companies and follows Endeavor policies and processes.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/IMG_Worldwide
• Facebookfacebook.com/info
• LinkedInlinkedin.com/company/img

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A5 records

Investments3 records

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

Frequently asked questions about IMG Worldwide