GLOBAL SPORTS MARKETING agency IMG on Thursday elevated Barney Francis, EVP, Studios, to chief business officer, leading all commercial functions.
In this new role, Francis will lead IMG’s integrated commercial teams across the business, “driving growth and maximising value creation for clients”.
Francis, the former Sky Sports managing director, joined IMG in 2021, overseeing production of the company’s full slate of events, including EUFA, FIFA and EFL soccer games, the Ryder Cup, and U.S. Open tennis, among others.
Since joining IMG, Francis has accelerated the growth of IMG’s world-class Studios business and production capabilities, and fostered a culture of delivery and excellence – experience that will support the company’s integrated commercial strategy going forward, the company declared in an official release.
Over the past several years, IMG has expanded its strategic partnerships work with leagues, federations, teams, and brands worldwide. As the agency grows in scale and capability, IMG is introducing a more centralised structure, establishing two new leadership roles reporting to IMG president Adam Kelly that will better align the company’s commercial and client operations.
Barney’s promotion comes alongside new senior leadership roles announced by IMG, that are “designed to strengthen how it supports rightsholders and partners in the midst of a rapidly evolving sports and media landscape”.
IMG will also appoint a chief client & operations officer, responsible for key areas including client service and operations across IMG’s capability centres – Rights, Studios, Brand Partnerships, Consulting, Digital & Data, Channels and Event Management. More details on this appointment will be announced in the coming weeks.
Additionally, IMG announced the departure of Chris Guinness, EVP, Global head of Commercial, Rights, who is leaving the company after more than 30 years in senior commercial roles. Guinness will transition from his role in July, consulting for IMG until the end of this year.
Kelly said: “We’ve built strong momentum in recent years, partnering with many of the most iconic rightsholders in sport and media. Our focus now is scaling that impact with further clarity and consistency across the business. Bringing our revenue functions together under Barney’s leadership will better connect our capabilities, strengthen execution, and unlock greater value for our partners.”
“Chris has played a defining role in IMG’s commercial success. His leadership and counsel have left a lasting impact on both our culture and the wider industry. We are extremely grateful for his contribution over more than three decades.”
Over the past year, IMG has announced the extensions of its landmark partnerships with CONMEBOL, Euroleague Basketball, MLS, Saudi Pro League, the USTA, and more. The agency also played a key role in the game-changing women’s tennis partnership between the WTA and Mercedes-Benz.
