1. International Management Group (IMG) Competitive Intelligence Blog
Catherine Desrochers-Coulombe
Louis Moust
Marie-Pierre Tremblay

2. Plan Company Overview External Environment Internal Environment
What They Do
History, mission, values
External Environment
Social, cultural, political, legal and economic factors
Internal Environment
SWOT analysis

3. Company Overview IMG is present worldwide
Represents athletes, models, artists and events
Organizes events, produces media content, negotiates licensing contracts.
(more than 30 country accross Africa, Northern American, Southern America, Australia, etc.)
It helps these clients to gain

4. What They Do
Media production and distribution across multiple platforms
Television, online video, mobile content
Example:
«IMG produces highlight clips for every game in the English Premier League – available on Vodafone and the 3 Network’s mobile phones within four minutes of end-of-play»
IMG’s deep expertise in television rights enables us to effectively negotiate and distribute live, highlights and series programming across every genre, including sports, documentary, drama, comedy, entertainment, adventure, animation, wildlife, and children. 
All England Lawn Tennis Club (Wimbledon)

5. What They Do Event creation, management and sponsorship sales
Sponsorship activation, mobile marketing, PR events, entertainment marketing, product launches, college marketing
Examples:
World and European Figure Skating Championships
Bank of the West Classic in Stanford
CA World Speed Skating Championships

6. What They Do Client representation and brand management
Contract negotiations, licensing and endorsements, marketing and public relations, personal brand building,
Media training, image and crisis management and media relations.
Example:
Tiger Woods is an IMG client and the firm handles the public relation aspects surrounding the recent scandal

7. What They Do Consumer products licensing
Manages trademarks and intellectual property
Examples
College Licensing Company
FC Barcelona in Asia
They bought the college licensing company and now they negociate the licenses for a bunch of colleges (NCAA basket).

8. What They Do Athlete training
IMG Academies have facilities for tennis, golf, baseball, basketball and lacrosse
Allows for first contact with potential clients
Example
Derek Jeter, Anna Kournikova and Chad Pennington all graduated from IMG Academies

9. Mission «Using imagination, creativity and energy, our
mission is to leverage the unparalleled power of
IMG's worldwide resources, capabilities and assets
to the benefit of our clients, customers and partners
in the areas of sports, entertainment and media. »

10. The Company Now
IMG is the world's most important sports, entertainment and media company.
Is in more than 30 countries, more than 58 locations and more than a 1000 clients.
Has abandoned representation of team sports’ athletes in North America.

11. History
Mark McCormack, was a former lawyer and agent for professional athletes.
In his youth, McCormack was a good amateur golfer, but not good enough to become professional.
He was friends with Arnold Plamer.
He reasoned out that an athlete such as Palmer could bring sports to a totally different level of popularity and profitability.
Made an agreement with Palmer.
Around 1966, McCormack decided to expand the company.
A few years later, two major tennis players, a skiing superstar and a racecar driver became clients for International Management Group. Tennis soon became the company’s priority since it took a major part of the company’s business and therefore represented the company’s biggest income.

12. History
Later on, IMG decided to start investing in event management and ownership.
It founded a golf course division, a television division and it created a consulting business.
In the 80s, IMG also developed a money management division.
A few years later, IMG added clients from other industries.

13. Board of Directors McCormack deceased in 2003 Board has 16 members
Theodore J. Forstmann Chairman and CEO IMG
Ian T. Todd (President IMG International)
George Pyne (President IMG Sports & Entertainment)
Mention that McCormack died in 2003.

14. Political-Legal Environment
The Seitz Decision and the Bosman Case
Impact of globalisation on the governement of emerging countries
Changes in the governement’s attitude in India and China allows entry of foreign firms
IMG concluded joint-ventures with Indian and Chinese firms and most likely with a Brazilian firm

15. Economic Environment
Maturation of the sport’s market in Canada and America
Necessity to explore new markets
Brazil, China and India are countries beneficiating of a strong economic growth
India’s middle class is estimated at somewhere between 150 million and 300 million people

16. Economic Environment
Brazil, China and India are enjoyin strong economic growth
China’s economic growth = 8,7%
Brazil’s economic growth = 7,9%
India’s economic growth = 5,1 %

17. Social-Cultural Environment
The cultures in which the company operates remain relatively distinct
Soccer is not popular in North American countries
IMG Soccer in Spain and Argentina
Differences between the American and the Canadian sports market

18. Social-Cultural Environment
Essential to analyse the cultural aspect in countries to evaluate potential opportunities
IMG is capitalizing on the growing interest in sports in China and India
Change in the Chinese mentality about golf
Was once only reserved for the super-rich

19. Social-Cultural Environment
India’s population is getting better education and, in general, earning better salaries
Higher incomes usually allow for greater budgets for hobbies such as sports and fashion.
Brazil, China and India are among the world’s most populated countries.

20. Internal Environment Strengths Over 50 years of experience
Diverse ventures
Representation, Licensing, Events
Strong financial position
1.6 billion dollars in revenues in 2001

21. Internal Environment Weaknesses Negative perception Viewed as a bully
Lack of made for TV events
Poor exploitation of internet

22. Internal Environment Opportunities Emerging markets
Brazil, China, India
Exploitation of new technologies

23. Internal Environment Threats Many well financed competitors
Octagon, Clear Channel
Employees can become competitors
Highly competitve industry
‘every hour of every day (…) someone is trying to steal your client’

24. Discussion
Given that IMG has many different branches, are they engaging in vertical or horizontal integration? Do you think that the Tiger Woods’ recent scandal will negatively impact IMG?

25. The End