Exploring the Future of Sports Rights with Netflix and YouTube Leading Traditional Media’s Next Move

Adam Kelly Discusses the Future of Sports Media at IMG x RedBird Summit 2025

As the IMG x RedBird Summit 2025 unfolds, Adam Kelly, President of IMG, is poised to deliver insights on the evolving sports industry. The two-day event, attended by key figures from the sports sector, including representatives from Liverpool FC and former U.S. Secretary of State Mike Pompeo, is a hub for exploring the intersection of sports and media.

With over 25 years at IMG, Kelly’s journey from intern to president showcases his in-depth understanding of sports marketing. Under his leadership, IMG has established itself as a powerhouse in media rights, content production, and distribution.

The Impact of IMG’s Partnership with the Premier League

IMG has been synonymous with Premier League Productions (PLP) for nearly two decades, distributing content to international audiences. However, a pivotal shift occurred when the Premier League announced in November 2024 that it would not renew its partnership with IMG, opting instead to bring its media operations in-house beginning in the 2026-27 season. Kelly expressed that this development was “challenging” but emphasized a need for innovation in response to the changing landscape.

Emerging Trends in Sports Media

Kelly notes that the attention economy fuels a new wave of opportunities in sports broadcasting. Major players in the tech industry, such as Amazon, Apple, Google, and Netflix, are reshaping how audiences engage with sports content. Kelly commented, “Sport is best at gathering large audiences, and record viewership is being set despite a fragmented media landscape.”

He further elaborated on the distinction between the traditional pay-TV model and the emerging digital platforms, stating that the latter can better monetize viewer engagement. Here are significant developments in sports media:

• Streaming Dominance: Netflix’s entry into live sports has already shown promising results, while Apple has secured significant broadcasting rights for both MLS and Formula One.
• YouTube’s Growing Influence: By airing high-profile NFL games, YouTube has caught the attention of sports viewers, showcasing its potential in live sports broadcasting.
• Increased Competition: As streaming platforms enhance their sports portfolios, traditional broadcasters may need to adapt quickly to stay relevant.

IMG’s Strategic Direction and Future Outlook

In light of recent changes, IMG is evolving its strategies. Kelly mentioned the need to innovate and foster new partnerships, particularly with Major League Soccer (MLS) and the English Football League (EFL). He views the upcoming five-year plan as “transformational,” aiming to build capabilities that ensure IMG remains a leader in the sports marketing arena.

Kelly expressed optimism about the future of sports media. “Where the streamers lead, traditional media companies will have to follow,” he stated. “I am bullish on the future for sport,” reinforcing his belief in the growing value of live sports content as more consumers turn to digital platforms for entertainment.

Conclusion: Embracing Change in Sports Media

Adam Kelly’s insights at the IMG x RedBird Summit suggest a significant transformation in how sports are consumed and marketed. As leaders in the industry adapt to the rapid changes brought by technology and shifting consumer preferences, IMG aims to leverage its extensive experience to thrive in this dynamic environment. With partnerships and innovations on the horizon, the sports media landscape is set for exciting developments in the years to come.