“We’d like to be further along” – Slow IMG progress pinpointed by Wigan Warriors CEO

It was confirmed in the summer of 2022 that global sports marketing agency IMG would be partnering with the sport to try and make Rugby League more ‘commercially viable’ and two years on it’s a process that has somewhat alienated fans. Wigan Warriors Chief Executive Officer Kris Radlinski has now given his opinion on the partnership, accepting that it has been slower than he would have liked.

Back in May 2022, IMG confirmed that they had partnered with the RFL and Super League intending to “strategically re-position the sport to maximise its commercial potential for long-term growth, build deeper relationships with fans and attract new audiences”.

The two years that have since passed have seen plenty of change but there have still been questions by fans, and even pundits of late, regarding the progress that is being made by the sport under this new partnership.

Grading criteria will determine the composition of Super League in 2025, a wholly unpopular decision in the opinion of many fans, however, the company’s involvement in securing a TV deal that means every Super League game is broadcast was key and has allowed for more eyes to watch the sport.

Despite the unpopularity of grading, it is a measure that asks all teams to raise their standards and preserve the futures of clubs by ensuring there are stable foundations, something that Wigan Warriors CEO Kris Radlinski has praised during his assessment of the first two years of the sport being aligned with IMG.

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Wigan Warriors CEO praises IMG’s commitment to raising standards

Kris Radlinski had plenty of success on the field but as a CEO, he’s had a pretty spectacular career too, albeit a short one. The 48-year-old spent his entire playing career with Wigan Warriors and has worked with the club since retirement in 2006.

It was only in 2023 when he became CEO but since then the club have lifted every trophy available to them, starting with the League Leaders Shield and Grand Final in 2023, before adding the World Club Challenge and Challenge Cup this year.

Preliminary grades revealed Wigan Warriors to be one of seven Grade A clubs and CEO Radlinski has now spoken on the deal with IMG whilst appearing as a guest on The Eddie and Stevo Podcast.

Radlinksi explained: “Well, it’s a 12-year arrangement. We’ve probably gone through the first two years where it was consultation and understanding of the challenges. Obviously, the biggest project they’ve unveiled so far is the grading.”

“I think it’s the end of this year where we’ll find our grading results for next year and ultimately what is visible is that people have had to do work in clubs to raise standards to get themselves to that level. That’s undoubted and I think that was their main objective.”

“Grading has been challenging” – Radlinski explains why IMG’s progress has been so slow

There is no doubt that the introduction of a grading criteria and system was the main goal for IMG and whilst it may be unpopular with fans, it certainly goes a long way to ensuring clubs are financially stable.

In a sport that has seen both West Wales Raiders and London Skolars fold in the past two years, something that Newcastle Thunder were on the brink of doing last season, rugby league must endeavour to protect its own which explains why IMG have placed such emphasis on asking clubs to raise their standards via grading.

Despite that, Wigan Warriors CEO Kris Radlinski has accepted that it still has been a little too slow for his liking.

He explained: “I would say from our point of view and I think IMG would accept, there are probably a few things that they would like to be further down the line with at this point in time but grading has been challenging to get over the line.

“And I think it’s a couple of weeks after the Grand Final where we find out where everyone’s at at that point in time and then I think it’ll stir it all up again and if it’s a good thing and it’s what happens next.”

He did go on to defend the company though, explaining that the soundbite of grading isn’t all that IMG plan to do and that there is scope for development once clubs have reached an adequate level, even if it has taken some time.

“I think they’ve said all along that grading isn’t the solution for 12 years it’s a case of ‘Let’s get to a stage and then we’ll say what do we need to do next to take us to the next level’.  so we’re two years in but I still would say it’s early days.

“You can tell you’re dealing with executives who know what they’re doing in sport, which is great, and I do think that our club would still trust the process, but I think we would all accept we would probably like to be further along than where we are at this moment.”