IMG Appoints Barney Francis as Chief Business Officer in Global Leadership Restructure

Global sports marketing agency IMG has announced an overhaul of its senior leadership team designed to centralise its commercial and client operations.

The restructure comes as the agency seeks to scale its impact across a rapidly evolving media landscape, following a year of significant partnership extensions with major organisations including CONMEBOL, MLS, and the Saudi Pro League.

Effective immediately, Barney Francis has been appointed to the newly created role of chief business officer.

Francis, who previously served as executive vice president of IMG Studios, will now lead all integrated commercial functions. In this capacity, he is tasked with driving global growth and maximising value creation across the agency’s diverse portfolio of leagues, federations, and brands.

Noting that the move is aimed at creating a more cohesive internal structure, IMG president, Adam Kelly, said: “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,” Kelly said.

Guinness will transition from his current role in July and will remain as a consultant until the end of the 2026 calendar year. 

The restructure also marks the conclusion of a significant era for the firm, with Chris Guinness, EVP and Global Head of Commercial, Rights, set to depart after more than 30 years.

Praising his long-standing colleague, Kelly, said:“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.”

In addition to Francis’ appointment, IMG is set to name a chief client & operations officer in the coming weeks. This executive will oversee client services across the agency’s core “capability centres,” which span Rights, Studios, Brand Partnerships, Consulting, Digital & Data, and Event Management.

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