
SVG Sit-Down: IMG Digital's Francois Westcombe on Personalization and Understanding Global Trends By Ken Kerschbaumer, Editorial Director
Tuesday, November 19, 2024 - 11:02 am
Print This Story | Subscribe
Story Highlights
IMG today launched its Digital Trends Report 2025, exploring the technologies and developments that will shape the sports media landscape for rightsholders over the next 12 months. Featuring insights and analysis from IMG's global team of digital experts, this year's predictions explore how D2C strategy is pivoting from non-premium content to gamification, the notion that there is no first' and second screen', and the true age of wearables - among others. SVG Editorial Director Ken Kerschbaumer caught up with IMG Digital's VP, Business Development Francois Westcombe and discussed current trends, how to get the most out of a digital strategy, and much more. To check out the entire Digital Trends report please click here.
Can you give us a quick update on the IMG digital team?
Within IMG we have a team of about 200 digital specialists that handle everything the fans can see - the content, channels and fan-facing experiences, but there are pieces not all fans see that sit below the surface level of the water. These critical components of digital delivery like your CRM and audience understanding, your marketing and tech stack and your system architecture are also in our wheelhouse and they ensure your digital strategy comes together.
Digital is such a wide area, with things like OTT, streaming, social media, etc. Do you think organizations have a better handle on what digital means and how to tackle it?
The sports industry is becoming far more sophisticated around the meaning and the value of what digital can bring to them. Sometimes organizations put digital as a standalone vertical in their organizations when actually it's the glue that connects everything together. And I think having a holistic view in any organization, whether you're a brand, a rights holder, or an event is really important.
Our digital function started in 2012 when we saw how other industries had to change their business models because of the impact of digital. If you look at film, music, or print journalism they were compelled to change their business models. And I think we're at a bit of an inflection point where organizations and the commercial directors, marketing directors, CEOs, and presidents are understanding the value that digital can play in their organization.
Your team is involved in a lot of areas so what are some of the big trends that you're seeing in the marketplace?
One thing that we're seeing is that sports rights holders are wanting to have a better connection with their audiences. The landscape is changing from the rights sponsorship perspective and they want partners that can help them reach audiences far more effectively and in more meaningful ways. This is often driven by a desire to accelerate revenue growth; with domestic ceilings coming ever-closer, the international opportunity provides greenfield space to play. And we're able to offer that holistic view that straddles the digital function as well as having platform specialists that know how to optimize those channels along with the rights team, the production team, and the partnership and commercial team. It's all about helping properties understand what the consumer trends are, how they're looking to consume content and how to drive revenue.
One challenge for all these digital services and social is they are creating one experience, but it needs to resonate with teens as well as people in their 60s or 70s. How can someone create a good digital experience that cuts across generations?
I think there are some essential factors for rights holders to any platform, whether you're a team, a league, or a federation. There are some essential pieces which you need like having a frictionless experience, easy onboarding, and easy discovery of content that they want to consume.
But then there are ways you can tailor the experience towards each of those audiences that you outsource. For example, that could be additional elements on the top of the coverage, like graphics, animations or different versions of commentary. It something we are seeing a lot of is the overlay of data like stats and insights to better inform and educate the audiences of what's happening on the field of play.
Going one step further new tech and immersive developments in the AR and headset space is offering audiences even more customised and tailored experiences for a new generation of consumer.
You mention AR and VR and there are things like the Apple Vision Pro or the new Meta glasses. But creating those sorts of experiences can be tricky and expensive so how can someone understand where to put their team's energy?
I think you have to look at the return on investment for any organization. And if you're in an organization that has the bandwidth and the resource and the capability to explore some of these more innovative solutions then it's great to dip your toe in and test, learn and iterate a strategy. Some organizations have done a really good job positioning themselves in that space and they're leaders and driving the industry forward. But I do think a lot of organizations could benefit from not being distracted by all the bells and whistles and instead focus on their core business and shoring up what they currently have rather than chasing some of those big initiatives.
Another industry-wide goal is personalization. Do you think that is more important than additive experiences like AR or VR?
Personalization is the destination everyone wants to get to, but it requires a sophisticated backend, and you need to have the right setup. First, you have to collect
Most recent headlines
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
01/05/2025
WASHINGTON The Corporation for Public Broadcasting has filed a lawsuit to stop the Trump administration from firing three of its board members, claiming the pre...
01/05/2025
HONG KONG Riedel Communications today said it has opened a new office in Hong Kong, enhancing its presence in the Asia-Pacific region....
01/05/2025
MUMBAI, India & BALTIMORE In a development that could advance efforts to bring NextGen TV to cellphones, FreeStream Technologies, Lava International and HMD hav...
01/05/2025
01 05 2025 - Media release Screen Australia empowers 100 distinctive Australian narratives
All The Boys Are Here writer/director Goran Stolevski and It s All...
01/05/2025
How PFX Delivered 750 VFX Shots in Just Four Months For Anthony Hopkins Thriller...
01/05/2025
Careline's New Wave Makeup Commercial Shot With URSA Cine 12K LF
Brie Clayton May 1, 2025
0 Comments
CAD Studios relies on large format, full fram...
30/04/2025
Film elements held at the Deluxe warehouse in March of 2015. Photo by Luis Silva...
30/04/2025
EA SPORTS FC 25 fans in Australia and Saudi Arabia, get ready to immerse yourselves in the beautiful game like never before. Spotify is excited to announce a n...
30/04/2025
The past year has been nothing short of a whirlwind for Tucker Wetmore. After th...
30/04/2025
Mexico's love for podcasts is no longer a trend-it's a lifestyle. With m...
30/04/2025
Slam poet Huda the Goddess wins 2025 Les Murray Award
30 April, 2025
Media releases
Australia for UNHCR and SBS are proud to announce that Huda Fadlelmawla...
30/04/2025
SBS, NITV and NIDA partner to empower the next generation of screen creatives
30 April, 2025
Media releases
SBS, National Indigenous Television (NITV) and ...
30/04/2025
By Joyce JC Cataldo
The media and entertainment industry is evolving faster than ever. Technology is shifting the way we create, distribute, and experience c...
30/04/2025
An image of Valencia, Spain, in the OneAtlas Living Library...
30/04/2025
NEWPORT BEACH, Calif. WPSD-TV, the NBC affiliate in Paducah, Ky., has selected Bitcentral's Central Control playout system to upgrade the station's mast...
30/04/2025
AMSTERDAM Zero Density, a global provider of virtual studio productions and on-air graphics, has appointed Baris Zavaroglu as its new CEO. Zavaroglu succeeds Of...
30/04/2025
The Avit Group, a forward-thinking audio-visual technology company, is bringing over 50 years of combined experience in delivering audio-visual design and insta...
30/04/2025
NXTGENbps will be showcasing its latest sustainable battery power solutions at this year's Media Production & Technology Show (MPTS), appearing alongside pa...
30/04/2025
Van Dyke skates and operates on Shoresy | photo by Dave Ferguson
Toronto-based Cinematographer Brett Van Dyke (Heartland, Jann, Carter) stepped into the rink...
30/04/2025
Leading provider of media playout solutions PlayBox Neo will exhibit a vast array of significant upgrades to its range of smart media innovations at CABSAT from...
30/04/2025
ITV Studios is renowned for its award-winning productions, including the reality TV phenomenon I'm a Celebrity Get Me Out of Here! Produced by Lifted Ente...
30/04/2025
The UK's presence at this year's CABSAT brings together 20 innovative companies under the GREAT Britain and Northern Ireland banner. From advanced infra...
30/04/2025
Lightware continues to strengthen its Environmental, Social, and Governance (ESG) initiatives by fostering diversity, inclusion, and community engagement within...
30/04/2025
LiveU is demonstrating for the first time in the UK, its revolutionary technological breakthrough in IP-video transport, LiveU IQ (LIQ ) and bringing its expand...
30/04/2025
Stand: A40
Calrec has been putting sound in the picture for more than six decades and is still pushing the boundaries of audio broadcasting with a full range o...
30/04/2025
Buckinghamshire New University (BNU) has opened its new virtual production studio, designed and integrated by CJP Broadcast. The installation equips students wi...
30/04/2025
Independent news producer in India focuses on delivering stories
nxtedition has supplied a complete newsroom system to Collective Newsroom, based in New Delhi,...
30/04/2025
Connecting the present, building the future
FOR-A, a cutting-edge video broadcast technology company backed by more than 50 years experience, will showcase it...
30/04/2025
DAD by NTP Technology reports a successful NAB Show in Las Vegas where the company focused on upcoming expansion options in development for its Thunder | Core a...
30/04/2025
CVP and Canon UK & Ireland are proud to announce the winning projects from the third annual Stories in Motion Young Filmmakers Awards, which took place on the e...
30/04/2025
Leading video software provider, Synamedia, today announced that beIN MEDIA GROUP ( beIN'), one of the foremost global sports and entertainment broadcasters...
30/04/2025
The Canadian Premier League (CPL) today launched a new-look website and app, offering supporters of Canada's men's domestic professional soccer league a...
30/04/2025
WASHINGTON In a wide-ranging press conference, Federal Communications Commission Chair Brendan Carr had both good and bad news for broadcasters, stressing that ...
30/04/2025
TORONTO Cignal TV is relying on Quickplay's Shorts tool for its recently launched Pilipinas Live Shorts service, available to millions of users of Pilipinas...
30/04/2025
NEW YORK Steve Lanzano will retire as president and CEO of the Television Bureau of Advertising at year-end, the group said....
30/04/2025
The news production tech provider nxtedition is reporting that it supplied a complete newsroom system to Collective Newsroom, an independent news producer based...
30/04/2025
NEW YORK As part of a major push to advance the role that artificial intelligence (AI) plays in the advertising industry, the Interactive Advertising Bureau has...
30/04/2025
Uzbekistan Airways is the latest airline to choose SES's network, while Thai...
30/04/2025
Loaded Uses Blackmagic Design for shroud Subathon Live Streams
Brie Clayton April 29, 2025
0 Comments
Blackmagic Studio Cameras and Micro Studio Camer...
30/04/2025
Help shape the future of video creator tools with MIDiA
Brie Clayton April 29, 2025
0 Comments
After a successful debut in 2024, MIDiA is calling once...
30/04/2025
Tania Le n and Kelli O'Hara to be Honored at Boston Conservatory at Berklee&...
30/04/2025
Andr 3000 and Sara Bareilles to Receive Honorary Doctorates at Berklee College ...
30/04/2025
Damien Molony will head back to Jersey for a second series of Bergerac, written by Toby Whithouse alongside Ashley Sanders, Emilie Robson and Faebian Averies
D...
30/04/2025
Advancing multi-domain EW operations: Rohde & Schwarz unveils latest innovations...
30/04/2025
Rohde & Schwarz pioneers the future of automotive Ethernet using Analog Devices&...
30/04/2025
Wuppertal April 30, 2025
Riedel Communications Expands Asia-Pacific Presence with New Office in Hong KongRiedel Communications, a global leader in real-time v...
30/04/2025
Back to All News
Mad Unicorn' Trailer Reveals a Riveting Rags-to-Riches Sa...
30/04/2025
Back to All News
Get Ready to Get Wild: Netflix Announces Mating Season, a New ...
30/04/2025
SAN JOSE, Calif. - April 30, 2025 - Harmonic (NASDAQ: HLIT) today announced that...