Sports Business : IMG Media partners with Wave.TV for content offering on social channels

Global sports & entertainment giant Endeavor owned IMG agency has partnered with social media sports video company Wave.tv for its Sports properties to bolster its content offering. 

The deal will see Wave.tv’s portfolio of digital media brands distribute content from IMG owned and represented sports properties across its Snapchat, Instagram, TikTok, Facebook and YouTube channels. Rights holders such as EuroLeague Basketball, Edge Sport and World’s Strongest Man (WSM) will all be serviced by the new partnership.

The properties will air on WAVE.tv’s media brands, including WAVE TVBenchmobThe PumpBucketsNo Limits, and more. Both parties will share advertising revenues. In addition to distributing the sports content, WAVE.tv is to take ownership of direct and programmatic sales related to the deal

Currently Wave.TV generates more than 3.2bn monthly views, and 60m followers and subscribers. 80% of Wave.tv’s audience is aged between 13 and 34 

WAVE.tv co-founder and chief executive Brian Verne, said: “Sports is this universal language that connects people from all over the world and creates authentic experiences for fans.

“We continually seek fandoms to bring content and awareness to all genres of sports for today’s fan. Partnering with IMG allows us to continue to celebrate these unique moments and fandoms on a substantial scale and provide fans with an even larger community and sense of belonging. This is just the beginning of a bright and exciting future for us all.”

Rebecca Levin, IMG’s director of media, said: “While working together on World’s Strongest Man, we quickly realised that WAVE.tv and its digital platforms provide a unique opportunity for our brands to engage with today’s sports fans in entertaining new ways. Storytelling and creating memorable experiences are at the core of what we both do, and we’re excited to be providing more content and access for fans than ever before as we extend our partnership to include other IMG properties.”