Shorts: Efl, Cycling, Ten Toes

IMG and the English Football League (EFL) have agreed a new partnership which will result in significant improvements across the EFL’s broadcast and streaming offering.

The new deal, which sees IMG to continue in the role of the EFL’s production partner for the next five years, will deliver a major upgrade to the 866 matches produced by IMG and broadcast on Sky Sports every season.

The changes include increased camera setups across every division, enhanced post-match highlights packages for partners and clubs, and upgrades to infrastructure resilience and bandwidth capabilities.

EFL Chief Commercial Officer, Ben Wright, said, “The start of the 2024/25 season, represents an exciting new era for the EFL with record-breaking rights deals at home and abroad that will see a huge number of games broadcast and a new way of watching for fans of EFL Clubs.

“It was imperative that our production partner had the experience, expertise and capability to elevate our broadcast output across our competitions and after a thorough RFP process, it was clear that IMG could offer the world class service level required with the track record to match.

“Having started this relationship in 2019, IMG understands the EFL and the needs of its clubs. The enhancement of that relationship with increased output will provide significant benefit to Sky Sports, clubs, partners and other affiliates. The partnership aims to put fans first, innovate and ultimately deliver an enhanced viewing experience for EFL fans everywhere.”    

IMG EVP of Studios, Barney Francis, added, “We are proud of everything we have achieved with the EFL over the past five years, entertaining fans with more than 500,000 minutes of thrilling action, highlights packages and broadcast shows, and building a ground-breaking remote production that’s unrivalled in football globally.

“Our work with the EFL and major global football leagues provides unique, in-depth expertise and understanding of the technical solutions, innovations, workflows and reliability required to deliver a project of this scale through a fan-first lens.

“We are excited to take the EFL viewing experience to the next level for fans domestically and around the world, with upscaled production, enhanced coverage and continued innovation.”

Tour of Britain Women has revealed the stage hosts for the inaugural edition of the 2024 race, taking place in June. 

The race will begin in the Welsh town of Welshpool before heading towards Llandudno, where the second stage will take place in Wrexham.  

The race will then conclude in Greater Manchester, as part of the city region’s European Capital of Cycling celebrations. Riders will depart from the National Cycling Centre, the home of British Cycling, before taking in some of the region’s challenging climbs before they reach the finish line in Leigh, where the race winner will be crowned.

Rod Ellingworth, Race Director, Tour of Britain, said, “It’s been a monumental effort by the whole team over the past 10 weeks to confirm the stages for this year’s Tour of Britain Women.

“The race will take in four competitive and challenging routes, some challenging climbing in Wales and what I’m sure will be brilliant crowds on the roadside throughout.” 

Sport Industry NextGen alumni Maddie Coutts has joined London-based sports marketing agency Ten Toes as its new Business Growth Director.

Coutts, who will form part of the senior leadership team at Ten Toes, who have been shortlisted for Agency of the Year title at the upcoming FEVO Sport Industry Awards 2024, joins from 50 Sport.

Regarding her appointment, Coutts said, “I couldn’t be more excited to take my next career step with Ten Toes as part of their leadership team.

“I love the agency world: the challenges, the opportunities and the ‘can do’ attitude to help clients achieve their objectives. It’s what I’ve loved doing for the past five years and I’m looking forward to bringing my experience and expertise to an awesome Ten Toes team who are already delivering outstanding work in the industry.

“From commercial and consultancy to talent and brands, I know I’m joining at a really exciting time and can’t wait to get going.”

Sports streaming platform, DAZN, has extended its broadcasting rights deal with the Women’s National Football Conference (WNFC).

DAZN’s five-year partnership with WNFC includes rights to broadcast both tackle football and the inaugural seasons of flag football. 

All coverage of the WFNC will be free to watch, after DAZN removed their paywall in January from all live women’s football matches as it aims to encourage growth and investment. 

Esmeralda Negron, Co-CEO of Women’s Sport at DAZN, said, “With women’s sport ratings reaching new heights, DAZN  is expanding its coverage beyond its existing portfolio of premium women’s soccer rights which includes global UEFA Women’s Champions League rights.

“The WNFC is a perfect addition given the popularity of tackle football and the emergence of women’s flag football as an Olympic sport in 2028.”