Joe GallopThe R&A (The Royal & Ancient Golf Club of St Andrews) has renewed and expanded its long-standing partnership with global sports, events and talent management company IMG.
Starting January 2023, the new long-term agreement will see Endeavor-owned IMG now provide its digital services, powered by its digital arm Seven League and continue to evolve The R&A’s production and content offering across its professional championships.
The partnership will see IMG distribute its international media rights and evolve the partnership structure across The R&A’s portfolio of championships and assets, as well as provide event management support for its championships.
The two companies said they are exploring further opportunities to expand the relationship across other areas, including OTT/streaming with Endeavor Streaming, hospitality with Endeavor’s On Location, and sports data with IMG ARENA.
Seven League said it will create future value through audience growth, new products and content formats supported by IMG’s production team.
The R&A chief executive Martin Slumbers said, “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.”
IMG Media president Adam Kelly said, “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.”