IMG Restructures Leadership to Strengthen Global Operations

Global sports marketing agency IMG has introduced a series of senior leadership changes aimed at reinforcing its commercial and client operations worldwide.

As part of the restructure, Barney Francis has been appointed Chief Business Officer. In his new role, Francis will oversee all commercial functions across the organisation, centralising revenue strategies and aligning business units more closely.

Francis has been with IMG since 2021, most recently serving as Executive Vice President of IMG Studios, where he led the expansion of the company’s production and content capabilities.

In parallel, IMG is creating a new Chief Client & Operations Officer position. This role will be responsible for client services and operational delivery across multiple divisions, including Rights, Studios, Brand Partnerships, Consulting, Digital and Data, Channels, and Event Management. The company is expected to announce the appointment in the coming weeks.

Meanwhile, Chris Guinness, Executive Vice President and Global Head of Commercial Rights, will depart after more than 30 years with the company. Guinness will continue in a consultancy role through the end of the year, ensuring a smooth transition.

The leadership overhaul comes as IMG continues to expand its global footprint through major partnerships with organisations such as CONMEBOL, EuroLeague Basketball, Major League Soccer, Saudi Pro League, and the United States Tennis Association.

The agency has also played a role in advancing commercial initiatives in women’s tennis, notably through the partnership between the Women’s Tennis Association and Mercedes-Benz.

Speaking on the changes, Adam Kelly said the company is focused on scaling its recent momentum by improving clarity and consistency across its operations.

“We’ve built strong momentum in recent years, partnering with many of the most iconic rightsholders in sport and media,” Kelly said. “Our focus now is scaling that impact with further clarity and consistency across the business. Bringing our revenue functions together under Barney’s leadership will better connect our capabilities, strengthen execution, and unlock greater value for our partners.”

He also paid tribute to Guinness, adding: “Chris has played a defining role in IMG’s commercial success. His leadership and counsel have left a lasting impact on both our culture and the wider industry. We are extremely grateful for his contribution over more than three decades.”