Global sports marketing agency and producer IMG has named Barney Francis as Chief Business Officer as part of a leadership overhaul.
Francis previously headed IMG’s studios business and production capabilities as the Executive Vice President (EVP) of Studios. He is also a former Managing Director of Sky Sports.
In his new role, Francis will lead IMG’s commercial teams across the business, with a brief to drive growth and maximise value creation for clients.
IMG revealed that it also plans to appoint a Chief Client and Operations Officer, responsible for client service and operations across rights, studios, brand partnerships, consulting, digital and data, channels, and event management. Details on the appointment will reportedly be announced in the coming weeks.
The company said the appointments would create a “more centralised structure” designed to strengthen how it “supports rightsholders and partners in the midst of a rapidly evolving sports and media landscape.”
Indeed, over the past several years, IMG has concentrated on expanding its strategic partnerships with leagues, federations, teams, and brands worldwide. Last year, IMG announced the extensions of its partnerships with CONMEBOL, Euroleague Basketball, MLS, Saudi Pro League, and the USTA.
Both new leadership roles will report to Adam Kelly, President of IMG.
Meanwhile, Chris Guinness, EVP and Global Head of Commercial at IMG, has decided to leave IMG after more than 30 years with the company. Guinness will transition from his role in July 2026, 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.”
Sports streamer DAZN recently partnered with IMG to deliver its UK and global English-language programming for the FIFA Club World Cup 2025. Discover more here.
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