IMG, the global sports and entertainment agency, has agreed a deal with American football’s NFL to exclusively manage its media rights in over 30 international markets across Asia and Europe from 2024. 

Under a three-year deal announced today (September 28), IMG will manage the NFL’s network of broadcast deals across the territories for its current rights cycle.

The Endeavor-owned agency will also provide “strategic advice and guidance on the local media landscape across the regions.”

Terence Ihm, NFL director of international business development, said: “We’re thrilled to be working with IMG in our efforts to expand the NFL’s media footprint in over 30 international markets across Asia and Europe.

“Together with help from IMG, we will strategically and effectively reach new audiences and current fans around the world in the seasons ahead.”

Rebecca Levin, IMG vice president of media for North America, added: “The NFL is home to some of the most valuable media rights in world sport. We look forward to working with the NFL to drive further value from its media rights in these international territories.”

The deal strengthens IMG and Endeavor’s relationship with the NFL, which includes managing the NFL’s UK, Africa, and France social media accounts through IMG’s digital team, and broadcasting games live via Sport 24, the IMG-owned in-flight and in-ship channel.

The league also has a partnership with On Location, Endeavor’s premium experience business, to provide hospitality during regular season games for 26 NFL teams and manage experiences and hospitality for the league’s major events, such as the Super Bowl.

In addition, IMG’s licensing team manages the NFL’s licensing program in Europe, Asia, Australia, New Zealand, and the Middle East.