The agency will initially focus on competition restructuring, content production and innovation, domestic and international distribution of media rights, digital transformation, brand strategy, and streaming

Women’s Super League Grand Final_St Helens v Leeds

IMG has agreed a 12-year strategic partnership with the Rugby Football League and Super League after the pair announced plans for a joint venture. 

Initially, the agency will handle competition restructuring, content production and innovation, domestic and international distribution of media rights, digital transformation powered by IMG’s digital sports arm Seven League, brand strategy delivered by Endeavor’s cultural marketing agency 160over90, and streaming through Endeavor’s OTT platform Endeavor Streaming.

A second phase will see IMG also provide data collection and data-driven product development, including sports betting products and streaming rights via its sports data and technology business IMG Arena.

For all of these endeavours, IMG will be working with the sport’s Strategic Working Group, which contains representatives from the RFL and Super League Europe.

The Super League recently went free-to-air for the first time, with Channel 4 picking up ten games-a-season. Sky Sports still holds the majority of the rights, with the BBC showing the Challenge Cup and highlights.

Rugby League_Hull FC v Hull KR

Simon Johnson, chair of the Rugby Football League, said: “In recent years, an immense amount of work has gone on, in initially protecting the sport through the pandemic and then setting it on a course for real growth. The governance re-alignment was key and a prerequisite to attracting a partnership such as this. IMG is a global giant in the sports and entertainment industry and this alliance is fantastically exciting for our future. Coupled with the Men’s, Women’s and Wheelchair World Cups which are set for the autumn on home soil, I have no doubt that 2022 will now prove to be a watershed year in the history of Rugby League - and this announcement will be the keystone in future success.”  

Ken Davy, chair of Super League, added: “Over the last 18 months, Super League has focused on analysing and defining the future of the competition, with two key elements being identified. These were to grow commercial revenues in a realignment with the RFL and the other was to find a strategic partner.

“We consulted widely on the strategic partner to find someone who bought into our vision for the Super League competition and the sport of rugby league as a whole. In IMG we have a world-renowned partner that has all the requisite strengths to ensure the sport’s continued growth and development.”

Adam Kelly, co-president of media & events at IMG, commented: “Rugby League is loved for its thrilling, fast-paced action and we see tremendous potential to further energise the sport and its competitions in the UK, engage with fans on a deeper level and drive long-term growth. We are excited to embark on this long-term partnership with the RFL and Super League and look forward to utilising IMG and Endeavor’s unparalleled expertise, experience and global network to create and add value for Rugby League and its commercial partners.”