How Serie A went OTT with IMG

IMG has an unparalleled history of sporting success, both in selling sports rights and also creating its own international sporting events. It’s the kind of broadcasting experience that the FAANGs and other sports broadcasting newcomers like Perform and DAZN can only dream about.

Now, the company famously founded by the late Mark McCormack in 1960 and based in New York with over 3,000 worldwide employees, is pushing firmly into the OTT business.

IMG has partnered with one of football’s biggest leagues, Italy’s Serie A, to launch Serie A Pass last month, which offers live Italian league football to 78 countries.

IMG has also launched another OTT platform for the Scandinavian region, Strive, which broadcasts Spain’s La Liga as well as Serie A exclusively live in Scandinavia.

Although the likes of Perform and DAZN been trailblazers in the OTT market, IMG has been carefully watching the direct to consumer digital space. IMG’s Senior Vice President and Head of Media Sales Adam Kelly says that his company took its time to learn about the market and waited for the right time to make their move.

“It’s a brave new world and we’re fascinated by it and with our pedigree and history we’re going to…