The distribution arm of sports and media firm IMG has snagged a three-year deal to distribute the awards ceremonies organised by the British Academy of Film and Television Arts (BAFTA).
IMG Media will start selling the British Academy Film Awards, the British Academy Television Awards, the British Academy Games Awards and the British Academy Children’s Awards under the terms of the deal, which is effective from June.
IMG Media will also distribute the BAFTA catalogue of programming, which includes exclusive career interviews with stars and filmmakers such as Woody Allen, Oliver Stone, David Lynch, Ang Lee, Sir Kenneth Branagh and Martin Scorsese.
Mark Young, senior VP, head of entertainment sales and acquisitions worldwide, IMG Media, said: “BAFTA has an outstanding reputation around the world and our role will be to expand the global reach and increase awareness of the different award programmes as well as helping to develop original content ideas that can help build BAFTA’s audience reach.”
Young added that IMG is seeking to expand the range of content it distributes. “We are the biggest player in the world in terms of distributing live sporting events, and we are growing our entertainment business.”