IMG launches consumer OTT football service

09 Aug 2018

By: Sport Industry Group

IMG has revealed plans to launch its first direct-to-consumer football OTT channel.

The global media company, which will deliver the streaming platforms and content for the new Eleven Sports channels as a minor partner in the UK venture, is set to launch Strive in Scandinavia.

Strive content will include live coverage of games from LaLiga and Serie A – both exclusive to Eleven Sports in the UK and Ireland.

IMG says the Strive service will be available in Sweden, Norway and Denmark, starting on August 17th.

Local fans will be able to access Strive via a range of online streaming platforms, with plans to extend availability by the end of the year. The pricing model includes a free trial and monthly or annual subscriptions, similar to the pricing structure that Eleven has announced for the UK market.

In addition to live action, Strive content will also include highlights, magazine shows and other original features – all delivered from the IMG studios in Stockley Park, London. A 24/7 linear channel is also in the works.

Announcing the new service, Kristian Hysen, SVP, IMG Media, said: “This is a very exciting venture for IMG and for football fans in Scandinavia. These are two of the most popular leagues in world football and in Barcelona’s Lionel Messi and Juventus’ new signing Cristiano Ronaldo, we have the two best players on the planet.

“Both leagues are very popular in the region, with a number of players from Sweden, Norway and Denmark now playing in Italy and Spain, having featured in the World Cup.”

Chris Catling, SVP for OTT, IMG Media added: “This is a tremendous opportunity in a digitally mature and well-connected market with some outstanding content. We are excited about building the Strive brand and providing great football at a very competitive price in the Scandinavian market.”