Our Take on The Premier League ending its 20-year-long association with IMG to go in-house and F1’s addition of Cadillac, a new American team on the grid from 2026
What Went Down in the Sports Business World in November?
The Premier League Takes Production In-House
Starting in 2026, the Premier League will end its 20+ year partnership with IMG to take control of its own production. This bold move aligns with a growing trend among sports leagues: reclaiming media rights and intellectual property to innovate, personalize content, and maximize value for fans and stakeholders.
Formula 1 Welcomes Cadillac to the Grid
Formula 1 will see its 11th team join in 2026, as Cadillac enters the fray. This addition bolsters F1’s appeal in the U.S., a key market as media rights negotiations approach. A second American team is a strategic win for broadcasters and fans, further driving the sport’s growth stateside.
Client Highlights: November’s Milestones
It’s been an exciting month for our clients, too! From launching new products to securing major partnerships, we’ve got all the updates covered in this month’s edition. Stay tuned for the full rundown!
IMG loses Premier League Productions' business
🔎 Our Take:
The decision by the Premier League to end its over 20-year partnership with IMG and bring production in-house from 2026 is symbolic of a broader industry trend where sports organisations are seeking greater autonomy over their media rights and production capabilities. By taking direct control, the Premier League positions itself to enhance operational flexibility, innovate its content delivery, and maximise the value extracted from its IP in an evolving media rights environment.
This strategic shift comes at a time when the dynamics of sports media are rapidly changing. For IMG, the move aligns with its broader repositioning under Endeavor, which recently divested its betting arm in a $450 million sale. This adjustment suggests a potential recalibration of IMG’s priorities as it narrows its focus on areas such as premium content and live events, even as it exits one of the industry's most prestigious long-term collaborations. The sale of Endeavor's betting business further underscores the group's intent to double down on core competencies amidst a landscape where operational focus and resource allocation are critical.
From the Premier League's perspective, the decision to go in-house reflects the increasing importance of owning and leveraging proprietary data and production workflows. As media consumption patterns shift towards personalisation and D2C models, controlling the entire production ecosystem allows rights holders to better meet the demands of global audiences while driving deeper fan engagement. Moreover, the move may create new opportunities to integrate emerging technologies such as AI and real-time analytics, providing further value for both fans and commercial partners.
At LaSource, we consistently emphasise how ownership of data and media production processes can empower sports organisations to future-proof their media strategies. This decision by the Premier League reinforces our belief that long-term growth lies in balancing direct control with strategic collaboration. While in-house production offers control and innovation potential, it also demands significant investment in infrastructure, talent, and technology - a challenge that only the most resourceful rights holders can navigate effectively
Ultimately, this marks a moment of evolution, not just for the Premier League and IMG, but for the entire sports media ecosystem. It reflects a larger push by top leagues to rethink legacy models, optimise their value chain, and adapt to a more fragmented yet opportunity-rich media environment. It would be interesting to evaluate the ripple effects of this decision and how other leagues and rights holders approach their media rights strategies.
F1 adds new US team, eyes big uplift in next TV deal
🔎 Our Take:
Formula 1’s decision to approve General Motors’ Cadillac brand as the eleventh team on the grid from 2026 could reshape (or accelerate) the sport’s trajectory in the U.S. market. This expansion introduces a second American team, alongside Haas, and brings a globally recognised brand into the mix, further boosting F1’s appeal to U.S. audiences - a market the sport has aggressively and evidently targeted in recent years.
The inclusion of Cadillac comes at a time when Formula 1 is poised to renegotiate its U.S. media rights deal, currently valued at $85 million annually with ESPN and set to expire after the 2025 season. Having a high-profile American team on the grid significantly enhances F1’s narrative and marketability in the U.S. The presence of a renowned manufacturer like Cadillac will likely resonate with U.S. fans, strengthening the sport’s brand in a region that is increasingly tuning into Grand Prix weekends, credit to the success of Drive to Survive and marquee events like the Miami and Las Vegas Grands Prix and of course, the original Circuit of the Americas Grand Prix.
Beyond the commercial implications, Cadillac’s entry could attract a broader demographic of fans. The sport's traditional European stronghold is evolving into something genuinely global, with the U.S. being a market of focus for sometime now. By integrating a manufacturer with deep American roots, Formula 1 not only broadens its fanbase but also increases its ability to connect with local sponsors and partners, opening up new revenue streams that extend beyond traditional broadcasting.
For media rights negotiations, this addition creates a compelling case for broadcasters to invest more heavily in F1. A U.S. team brings with it increased local interest, which in turn boosts the value proposition for advertisers and platforms looking to capture the attention of American audiences. This is particularly relevant as streaming platforms and traditional broadcasters alike compete for high-quality sports content to differentiate their offerings.
In essence, Cadillac’s addition seems like a calculated step to strengthen F1’s presence in the U.S, enhance its appeal to broadcasters, and secure its position as a (global) leader in sports entertainment. The timing of this announcement couldn’t be better as it leverages this momentum to negotiate a higher-valued media rights deal in the American market!
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