LONDON: The Rugby Football League (RFL) and Super League Europe Tuesday announced a 12-year strategic partnership with IMG, a global leader in sports, events, media and fashion owned by Endeavor, to reimagine Rugby League and its competitions in the UK.
The agreement follows the recent decision for the RFL and Super League to realign and form a new joint venture company.
IMG has assembled a team of experts across its media business and the Endeavor network to work with the newly combined entity on strategically repositioning the sport to maximise its commercial potential for long-term growth, build deeper relationships with fans and attract new audiences.
The agency will initially focus on competition restructuring, content production and innovation, domestic and international distribution of media rights, digital transformation powered by IMG’s digital sports arm Seven League, brand strategy delivered by Endeavor’s cultural marketing agency 160over90, and streaming through Endeavor’s OTT platform Endeavor Streaming.
As part of a second phase of work, IMG will also provide data collection and data-driven product development, including sports betting products and streaming rights via its sports data and technology business IMG ARENA.
To complement broadcast partnerships which the sport has with the BBC and Sky, Betfred Super League is currently being shown live on free-to-air television for the first time in its 26-year history, after Channel 4 secured a deal to show ten live matches and Grand Final highlights for the next two years and appointed IMG to produce its coverage.
IMG will be working with the sport's Strategic Working Group, which was specifically tasked with identifying the right partnership. The group is made up of representatives from the RFL and Super League Europe and has been working closely with IMG over recent months.
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