IMG expands R&A deal

IMG has extended and expanded its deal with the R&A, adding digital services to its agreement with the organiser of golf major, The Open. 

Starting this month, IMG’s digital arm, Seven League, will provide digital services, adding to IMG’s work on production and content, international media rights distribution, commercial partnerships, and event management support for its championships. 

throughSeven League’s digital services will include enhancing and amplifying The R&A’s existing digital assets, content and experiences, while aiming for audience growth through new products and content formats supported by IMG’s production team. IMG’s event management will also expand, to work across all of the R&A’s professional and amateur championships. 

This agreement could still expand further, with OTT/streaming with Endeavor Streaming, hospitality with Endeavor’s On Location, and sports data with IMG Arena all under discussion between the two companies.

Martin Slumbers, chief executive of The R&A, commented: “We are delighted to expand our partnership with IMG and to leverage their expertise on a deeper level as we continue to evolve as an organisation. Enhancing our media and digital expertise, evolving our partnership programme, ensuring our championships continue to be world-leading and diversifying our business are key to our long-term commercial success. Our purpose is to ensure that golf is thriving 50 years from now and this partnership will help us open up a whole new range of opportunities.”

Adam Kelly, president of IMG Media, added: “The R&A is one of IMG’s longest-standing and most prestigious clients, and we are excited to be evolving our 50-year relationship into a more holistic, integrated partnership. This new chapter will see us apply significant capabilities and expertise, including embedding dedicated best-in-class digital and sponsorship teams into The R&A, as we work together to support their ambitions for growth and golf development strategy.”

Image: The R&A