By Paul Nicholson
October 23 – IMG has signed an eight year TV and media representation deal with Major League Soccer (MLS) and the national federation, U.S. Soccer, to sell rights outside the US and Canada, The agreement, starts in 2015 and runs through to 2022.
IMG takes over the MLS rights from Italian agency MP Silva. The rights in the IMG deal include all MLS matches, US men’s and women’s national team games played in the US. This takes in the qualifying cycle for two World Cups.
This marks another new soccer deal in the region for IMG who are making a play for North American broadcast rights dominance. Last month IMG picked up international TV sales distribution rights to a package of CONCACAF championships in 2015 in a one-year deal. The rights include the Gold Cup and the Champions’ League. The deal will see IMG sell the rights in all territories outside of the CONCACAF region.
The US deal was completed between IMG and Soccer United Marketing (SUM), which represents MLS and U.S. Soccer’s commercial rights. IMG will market the rights across all platforms including digital and gaming.
Soccer in the US has had a rapid rise in domestic interest since the World Cup and the MLS spectator base has grown significantly taking into the top 10 of most-attended leagues worldwide. With the domestic interest suddenly on a new-found high the challenge is to export that to broadcast markets, and generate income.
The theory can prove easier than the reality with the broadcast market internationally dominated by the big European leagues from England (Premier League), Spain (La Liga), Germany (Bundesliga) and Italy (Serie A).
No figure has been put on the value of the deal with IMG and it is unclear whether IMG have paid a minimum guarantee or are working on a fee or commission-only basis. However, there is no doubt that the MLS has taken a major step forward and with the increase in francises to 24 and the new investment in football-specific facilities across the country, the product that IMG will have to sell in 2015 is significantly more attractive than in previous seasons
An opportunity that is not lost on MLS management.
“As Major League Soccer approaches its 20th season, the worldwide interest in the league is at an all-time high and growing dramatically,” said Gary Stevenson, President and Managing Director, MLS Business Ventures. “With two new expansion clubs in New York and Orlando, global stars like David Villa, Frank Lampard and Kaka set to join the league, and players representing almost 60 countries, 2015 will be an exciting year for MLS. IMG’s expertise and unique position in the global marketplace make them the right partner for us and together we’ll grow the league’s global footprint.”
Ioris Francini, President of IMG Events and Media, said: “Football in the U.S. is very much on an upward curve following the U.S. Men’s National Team’s excellent showing in the World Cup in Brazil and the continued expansion and development of MLS.
“MLS is experiencing vast growth in attendance, investment, stadia infrastructure, TV audience and domestic and international player transfers. This is unlike any other league today.
Contact the writer of this story at moc.l1734832535labto1734832535ofdlr1734832535owedi1734832535sni@n1734832535osloh1734832535cin.l1734832535uap1734832535