The Global Stage: How IMG and MLS Are Reinventing the Broadcast Experience

Wednesday, October 8 | 1 PM ET

The Global Stage: How IMG and MLS Are Reinventing the Broadcast Experience

This episode of SBJ Live features a dynamic conversation on the future of sports broadcasting and fan engagement. Leaders from IMG and Major League Soccer explore how immersive formats and innovative production methods are transforming the way fans experience sports.

What You’ll Learn:

• How IMG is leveraging global production expertise to enhance storytelling
• The role of immersive formats in deepening fan engagement
• Lessons from producing for international leagues and esports platforms, from the Saudi Pro League, Champions League, and the Esports World Cup
• What’s next for broadcast innovation in the sports industry

Who Should Attend:

• Broadcast and production professionals looking to stay ahead of innovation trends
• Sports league and team executives focused on enhancing fan engagement
• Marketing and media leaders exploring immersive content strategies
• Technology and operations teams involved in live event coverage
• Anyone interested in the intersection of global sports and cutting-edge storytelling

Featured Speakers:

Melissa Andersen, Senior Director, Commercial, Studios, IMG

Specializing in strategic commercial and project planning, production operations, and budget optimization, Melissa has extensive experience in the design, build and integration of productions and projects for global clients and events, including Major League Soccer’s Season Pass for Apple TV, the Global Hub for DAZN’s FIFA 2025 Club World Cup, the Saudi Pro League, EFL, Rolex, FIFA Football World Cups, and Olympic & Paralympic Games.

Seth Bacon, Executive Vice President, Media, MLS

Seth Bacon serves as the Executive Vice President of Media for Major League Soccer (MLS) and Soccer United Marketing, where he plays a pivotal role in shaping the league's media strategy and partnerships. In this capacity, Seth Bacon is responsible for developing and executing the direction of the League’s media and digital properties and overseeing MLS Productions, the League’s content creation arm.

Prior to joining MLS/SUM, Bacon most recently served as Managing Director, Broadcasting for NASCAR, where he was a core member of the team that negotiated the sport’s multimedia rights agreements. During his 11 years with NASCAR, Bacon managed and maximized relationships and sponsorship opportunities with broadcast partners, developed the organization’s first Hispanic broadcast partnership and was instrumental in renewing NASCAR’s international business with more than 30 broadcast partners.

Stephen Cook, SVP, Director of Content, Studios, IMG

Now running IMG’s North American Office in Stamford, CT where he manages IMG’s relationship with MLS and other clients, Stephen has overseen production of the world’s biggest football events, including World Cups, UEFA Champions League, European Championships and Premier League. A former Head of Football at BT Sport, Stephen has extensive relationships with FIFA, a worldwide pool of talent and agents, the best football production people in the business and with Broadcasters and Federations across the globe.

Registration is free. All registrants will receive a recording of the webinar following the event.

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**This episode of SBJ Live is sponsored and produced in coordination with a sponsor. The SBJ editorial team was not involved in the production of this episode.