By: Sam Galet

Sam Galet is executive vice president, brand partnerships, at global sports marketing agency IMG. He oversees a sponsorship team working with rightsholders like Wimbledon, The R&A, Fifa, Euroleague Basketball and British Cycling.

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IMG’s three sports sponsorship trends to watch in 2026

Sport Business

Look out for higher demands on AI, more prediction markets and greater sophistication in women’s sport sponsorships next year, says IMG partnerships expert Sam Galet. As we close out 2025 and look ahead to 2026, the sports business landscape is once again at an inflection point. Rightsholders, brands and agencies are all asking the same [...]

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By: Sam Galet

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