Premier League Takes Charge: IMG Era Ends as In-House Production Begins

Barney Francis and John Hollywood from IMG had just wrapped up their regular ‘Premier League Huddle’ with Deadline in a virtual chat when they shared insights about their recent team meeting. This gathering was particularly poignant as it marked the last one before their company, Premier League Productions (PLP), concludes its 22-year stint of producing broadcasts for the English Premier League for global licensees later today. “It was a sort of goodbye as we go our separate ways,” commented Francis, IMG’s Chief Business Officer.

During the meeting, both Francis and PLP’s current CEO Nick Morgan addressed the team. Graham Pratt, a former Managing Director at IMG for Worldwide Sports Production, made a return to engage in a question and answer session about the origins and growth of this partnership.

Hollywood noted, “It was captivating to listen to Graham and gain an understanding of how much progress has been made since the early days when we covered just three live games per week along with a few magazine-style shows.” Now, Premier League matches are aired nearly every day, and the amount of additional content produced is vastly greater than in 2004.

Pratt revisited the PLP offices just a day after Arsenal clinched the Premier League title, a team he less favored compared to his beloved Tottenham Hotspur, with just today’s final set of matches remaining.

“It struck me that it’s been exactly 22 years since Arsenal last secured the Premier League title, coincidentally the same amount of time since PLP began. Maybe Graham had this all planned to keep them from winning again,” jests Hollywood.

‘The Inevitable Enquiry’

Despite the financial implications of losing the EPL production deal, both Francis and Hollywood appeared in good spirits. They might have been maintaining a strong front, but their demeanor remained unflinching throughout our discussion. Certainly, the conclusion of such a significant partnership is a somber milestone?

“The inevitable enquiry,” begins Francis, delving into the details of the split. “There were extensive discussions about future prospects. We’re always striving for more, planning to revolutionize our practices and business model.”

“It turned out that the Premier League was on the same wavelength, focusing on enhancements and operational efficiencies. Our talks were productive, but it was bound to happen that they would eventually choose to take over.”

Starting with the 2026/27 season, the Premier League itself will handle the production, leveraging the league’s growing popularity featuring stars like Erling Haaland and Bruno Fernandes, and clubs with global followings such as Arsenal and Manchester United.

IMG, now under TKO Group Holdings after a $3.25B deal last year, will continue to work with the Premier League on distribution and archival material. However, the league will produce the content for broadcasters including Sky, Prime Video, and DAZN.

Francis, who previously held a pivotal role at Sky Sports and has witnessed the Premier League’s surge in value and appeal, understands the league’s decision which brings it closer to its broadcasters, especially as international revenues now surpass domestic earnings. Recent estimates suggest that each season of the Premier League generates approximately £2B ($2.7B) from overseas, compared to around £1.7B within the UK.

For the league, initiating Premier League Studios is a venture fraught with risks, such as significant capital expenditures, notes Francis. However, he believes in the capability of the operation to thrive. “Only entities like the Premier League, NFL, or NBA could undertake such a risk,” he adds.

This decision was approved following a vote by the 20 Premier League clubs back in October. Premier League CEO Richard Masters indicated that this move would allow the competition better control over content and provide more flexibility in potentially launching a direct-to-consumer service in the future, as reported by trade publication Sportcal at the time.

Evolution of Sports Broadcasting

Over the years, as the Premier League’s popularity soared, so too did the technological landscape. Starting in a traditional studio, the operation evolved into a cutting-edge virtual setup at Stockley Park, producing a wide array of digital and social media content along with additional magazine segments. Traditional editing suites have given way to cloud-based operations, and now all games are filmed in 4K, with up to 215 matches produced annually.

The COVID-19 pandemic highlighted the value of IMG’s offerings beyond just broadcasting matches, according to Hollywood. “It was remarkable that our content services continued throughout that period,” he states. “It really underscored the significance of our work not just locally but globally. The fact that police allowed our team through checkpoints into Stockley Park so that they could continue delivering content speaks volumes about the importance of our efforts.”

Francis frequently mentioned a feature involving England’s Jack Grealish and 11-year-old Finlay Fisher during our conversation. Fisher, who has cerebral palsy like Grealish’s sister, wrote to the football star. Their ensuing friendship captured hearts worldwide, especially when Grealish performed a ‘worm dance’ goal celebration at Fisher’s request. “The segment PLP produced has been viewed 50 million times globally,” Francis remarks. “It’s a prime example of how non-live content can enrich the viewer experience for Premier League licensees.”

Premier League Studios will face a formidable challenge in maintaining the level of innovation that PLP brought to the table, particularly for international broadcasters. Both Hollywood and Francis highlighted Turnstile, a comprehensive content library that offers instant access to essential footage, like Sergio Aguero’s memorable last-minute goal that clinched the title for Manchester City in 2012. This resource enables local broadcasters and streaming services to tailor their content around national players in the Premier League, ensuring that fresh material is always ready at the start of each season.

Hollywood described the development of the Premier League product as a “mutual relationship” between the partners, with both sides contributing ideas for content and production innovations. “It was all about adding value,” Francis explains. Hollywood believes his team proposed more ideas to the Premier League than to any other IMG client.

This narrative paints a picture of a significant blow to IMG’s production business, but according to Francis and Hollywood, it was an anticipated one, and the company has been preparing for the future for some time. “Barney always aimed for this to be the smoothest, most amicable split possible, and I believe we’re there,” Hollywood asserts. “It’s an opportunity to rethink our business approach, adjust our focus, examine our technology stack, and plan for our staff. We’ve got the right tech solutions in place, and lately, more clients have been reaching out, sensing that IMG might have more capacity to support other projects. Honestly, we’re doing quite well.”

IMG still holds production contracts for the English Football League, the Saudi Pro League, and Major League Soccer (MLS). The latter offers both opportunities and challenges: while studies show unprecedented fan growth and investment in soccer in the U.S., American sports traditionally hold a stronger appeal. For IMG, this presents a unique business challenge.

“We need to connect with college students who are passionate about media and consider soccer their top sport, then train them to become the next generation of football broadcast professionals. It’s crucial to have people who are deeply invested in the sport. We’re fortunate in the UK to have that depth of passion and knowledge.”

Hollywood hints at “several major projects in different sports” that IMG plans to unveil soon, noting that there is more “technical capability available” now than in the past when Premier League projects dominated. Francis lists a busy schedule for the upcoming weekend, including the Belgian Open golf tournament, the EuroLeague Final Four basketball event, and the last ten matches of the Premier League season. “We definitely feel like we’re leading the way in our industry with the changes that are unfolding,” he adds.

The task of replacing the revenue lost from such a substantial contract would be daunting for any company, but for IMG, the immediate focus is on the final round of Premier League productions and cherishing the memories of what has been. “They leave with our blessings, and we part with theirs,” Hollywood reflects.

“There’s plenty of work involved in separating the two organizations, and there will be some tension throughout the process, but John has done an exceptional job managing this transition,” Francis adds. “What’s important is that on the last match day, we all embrace and part ways with smiles, reflecting on 22 remarkable years.”