IMG announces senior leadership roles
April 16, 2026
Sports marketing agency IMG has announced new senior leadership roles, designed to strengthen how it supports rightsholders and partners in the midst of an evolving sports and media landscape.
Over the past several years, IMG has expanded its strategic partnerships work with leagues, federations, teams, and brands worldwide. As the agency grows in scale and capability, IMG is introducing a more centralised structure, establishing two new leadership roles reporting to IMG President Adam Kelly.
Effective immediately, Barney Francis (pictured) has been appointed Chief Business Officer, IMG, leading all commercial functions. Francis was previously IMG’s EVP, Studios. In this new role, he will lead IMG’s integrated commercial teams across the business, driving growth and maximising value creation for clients.
IMG will also appoint a Chief Client & Operations Officer, responsible for key areas including client service and operations across IMG’s capability centres – Rights, Studios, Brand Partnerships, Consulting, Digital & Data, Channels and Event Management. More details on this important appointment will be announced in the coming weeks.
Additionally, Chris Guinness, IMG’s EVP, Global Head of Commercial, Rights, has decided to leave IMG after more than 30 years with the company in senior commercial roles. Guinness will transition from his role in July, consulting for IMG until the end of this year.
Kelly commented: “We’ve built strong momentum in recent years, partnering with many of the most iconic rightsholders in sport and media. 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. 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.”
Over the past year, IMG has announced the extensions of its partnerships with CONMEBOL, Euroleague Basketball, MLS, Saudi Pro League, the USTA, and more. The agency also played a key role in the women’s tennis partnership between the WTA and Mercedes-Benz.
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