The R&A and IMG extend and evolve long-standing partnership

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 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.