Livestream Signs IMG Deal to Air Live Sports Events

Livestream, a live streaming video platform, has announced its biggest partnership deal Wednesday with IMG Media Worldwide, a sports and fashion talent and marketing agency. 

Livestream’s Chief Executive and co-founder Max Haot told CNET about its partnership with IMG. “This partnership will see IMG and Livestream stream tens of thousands of high-quality live sports events every year, from the US, South America, Europe, Asia, and Australia.”

Hoat has a long history with IMG, having cut his teeth working on interactive media at the company in London for nearly a decade.

David Salmon, IMG’s head of technology and strategic partnerships, said Livestream was attractive for providing a good set of tools to connect to mobile devices, televisions, and desktop computers.

“In general, live streaming as a medium is still kind of convoluted,” he said. “Live streaming is still far harder than it should be, and you are dealing with lots and lots of immature technologies. Livestream really helps bridge that gap.”

IMG, traditionally an agency for athletes, in recent years has expanded into marketing, sports training, and media for fashion, music, and collegiate sports enterprises. IMG tested the waters with Livestream before signing the long-term partnership by working with the service to stream Wimbledon, The Open Championship, the National Rugby League, and major European football league games.