The R&A has renewed and expanded its long-standing partnership with IMG, a global leader in sports, media and events, to create and invest in new commercial opportunities that drive long-term growth and support its wider strategy.
Starting January 2023, the new long-term agreement will see Endeavor-owned IMG now provide best-in-class digital services, powered by its digital arm Seven League; continue to evolve The R&A’s world-class production and content offering across its professional championships; distribute their international media rights; evolve the partnership structure across The R&A’s portfolio of championships and assets and provide event management support for its championships.
The two companies 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.
IMG’s award-winning digital agency Seven League will focus on enhancing and amplifying The R&A’s existing digital assets, content and experiences, while creating future value through audience growth and new products and content formats supported by IMG’s production team.
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 played a vital role in supporting 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 extend this support across The R&A’s professional and amateur championships.
About The R&A
The R&A group of companies was formed in 2004 to take on The Royal and Ancient Golf Club of St Andrews’ responsibilities for governing the Rules of Golf, staging The Open, golf’s original championship, and developing the sport. The World Golf Museum in St Andrews is part of The R&A group.
Together The R&A and the USGA govern the sport of golf worldwide, operating in separate jurisdictions with a commitment to a single code for the Rules of Golf, Rules of Amateur Status and Equipment Standards. The R&A, through R&A Rules Ltd, governs the sport worldwide, outside of the United States and Mexico, on behalf of over 41 million golfers in 145 countries and with the consent of 161 organisations from amateur and professional golf.
The R&A has responsibility for running a series of world class amateur events and international matches in women’s and girls’ as well as men’s and boys’ golf. The R&A stages the AIG Women’s Open and works with the DP World Tour to stage the Senior Open presented by Rolex.
The R&A is committed to investing £200 million over ten years in developing golf and supports the growth of the sport internationally, including the development and management of sustainable golf facilities. For more information, visit www.randa.org.
IMG is a global leader in sports, fashion, events and media. The company manages some of the world’s greatest athletes and fashion icons; owns and operates hundreds of live events annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in licensing, sports training and league development. IMG is a subsidiary of Endeavor, a global sports and entertainment company.
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