the R&a Strengthens Img Relationship
The Royal and Ancient Golf Club of St Andrews (The R&A) has renewed and expanded its long-standing partnership with sports, media and events business IMG.
Under terms of the extension, IMG will continue to work with The R&A, one of the world’s oldest golf clubs, ‘to create and invest in new commercial opportunities that drive long-term growth and support its wider strategy.’
The new long-term agreement, which kicks off in January 2023, will see Endeavor-owned IMG provide digital services, via its digital arm Seven League; continue to evolve The R&A’s production and content offering; distribute international media rights and provide event management support for its championships.
The two companies have revealed that 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.’
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.”
In recent years, IMG has supported The R&A on the event delivery of the Women’s Amateur Asia-Pacific Championship and the AIG Women’s Open.
Under the new agreement, IMG will also be extending this support across The R&A’s professional and amateur championships.
