IMG Signs 12-Year Deal to Transform Rugby League's Future

In May 2022, IMG entered a 12-year strategic partnership with the Rugby Football League and Super League, aiming to revitalize rugby league in the UK. Despite football's dominant status, the partnership aspires for rugby league to become the country's second most popular sport. Rugby union serves as a benchmark with significantly higher attendance figures. In 2022, rugby league recorded 2.2 million fans, positioning it fifth among professional sports in attendance. IMG aims to enhance revenue streams and attract new fans, acknowledging the current limitations of media coverage. The initiative includes potential rebranding of the Super League and examining team expansion beyond the existing framework. Notably, the partnership will explore innovative marketing strategies for emerging talents in the sport, with a keen eye on increasing viewership and participation. Ultimately, the ambition is to bring substantial growth to rugby league, framing it as a sustainable sport for the future.