Chris Guinness Exiting IMG, Barney Francis Named Chief Business Officer

IMG announced several senior-level executive changes as the sports marketing agency looks to establish a more centralized leadership structure.

Chris Guinness, IMG’s EVP, global head of commercial for rights, has decided to leave the company after more than 30 years in senior commercial roles. Guinness will step down from the role in July 2026, consulting for IMG through the end of this year.

IMG also announced that Barney Francis has been appointed chief business officer effective immediately. Francis, who first joined IMG in 2021, was previously EVP of studios. In the new role, he will lead IMG’s integrated commercial teams across the business.

In addition, IMG said it will appoint a “chief client and operations officer,” responsible for key areas including client service and operations across multiple areas: rights, studios, brand partnerships, consulting, digital and data, channels and event management. The company said it will announce details on that position in the coming weeks.

Both Francis and the new chief client and operations officer report to IMG president Adam Kelly. The new structure “will better align the company’s commercial and client operations,” IMG said.

Kelly said in a statement, “We’ve built strong momentum in recent years, partnering with many of the most iconic rightsholders in sport and media. Our focus now is scaling that impact with further clarity and consistency across the business. Bringing our revenue functions together under Barney’s leadership will better connect our capabilities, strengthen execution, and unlock greater value for our partners.”

Regarding Guinness, Kelly commented, “Chris has played a defining role in IMG’s commercial success. His leadership and counsel have left a lasting impact on both our culture and the wider industry. We are extremely grateful for his contribution over more than three decades.”

In the past year, IMG has announced the extensions of its partnerships with sports groups including CONMEBOL, Euroleague Basketball, MLS, Saudi Pro League and the USTA. The agency also played a key role in brokering the women’s tennis partnership between the WTA and Mercedes-Benz. Its 250-plus clients include the NFL, English Premier League, the International Olympic Committee, the NHL, Major League Soccer, ATP and WTA Tours and the AELTC (Wimbledon). 

IMG’s partners also include the UFC, WWE and PBR — which are sister companies under their common parent company TKO Group, led by CEO Ari Emanuel. London-based IMG previously had been part of Endeavor Group. After TKO spun out, it acquired IMG from Endeavor in 2024.

Pictured top: Chris Guinness (left), Barny Francis