The United Football League (UFL) discussed potential collaboration with IMG, a global sports and entertainment company managing media rights for properties like UFC and NBA, during Front Office Sports’ Future of Sports: Mergers & Acquisitions panel.
UFL Executive Vice President of Business Operations Wendy Bass outlined the league’s strategy during the panel discussion. “The UFL’s focus is reach over revenue right now,” Bass stated, highlighting the league’s commitment to growth ahead of immediate financial returns.
The league’s current media footprint includes 10 Friday night UFL games on FOX. Discussions with IMG center on expanding the league’s global distribution reach.
This international focus follows similar ambitions from the XFL, which sought global brand status before merging with the USFL to form the UFL. Pursuing international TV deals could set the groundwork for potential team expansion beyond U.S. borders. That would be years down the road.
Bass, who joined the UFL in January 2024, brings sports media experience to these discussions. Her background includes 17 years at NBC Sports Group, where she managed programming rights and digital partnerships.
“The regional sports network landscape continues to evolve,” Bass noted during the panel, which included executives Alex Kaplan and Andrew Brown. The UFL sponsored the Front Office Sports event.
The potential IMG partnership signals the UFL’s commitment to international growth as the league enters its second season in March 2025. IMG’s experience distributing sports content globally aligns with the UFL’s expansion goals.
Sports business analysts track increased M&A activity in international sports media rights. The UFL’s interest in IMG reflects this trend as leagues pursue global audience expansion.
