The Global Stage: How IMG & Major League Soccer Are Reinventing the Broadcast Experience · 47:56

How do you unify hundreds of live matches, studio shows and social video into one unmistakable viewing experience? In this SBJ Live, host Dan Kaufman sits down with Seth Bacon (EVP, Media, MLS), Melissa Anderson (Senior Director, Commercial, IMG) and Steven Cook (SVP, Director of Content, IMG) to unpack the MLS–IMG production model—why the league centralized operations, how the WWE/IMG Stamford hub powers consistency, and what “software‑defined broadcast” means for the next three to five years. The panel details the move to a centralized graphics hub, virtual/robotic studios, and pipeline that delivers Spanish‑language and localized graphics—not to cut costs, but to raise quality and brand consistency across every match. They also break down the partnership dynamics with Apple and NEP, and why TikTok ISO‑cams have become a powerful top‑of‑funnel tool. Looking ahead, the group explores using the 2026 World Cup momentum, multi‑language distribution, and how automation, cloud production and AI‑assisted workflows will help MLS create more personalized content without sacrificing quality. 00:00 – Welcome 01:41 – Introductions 03:46 – Why centralize? From disparate local feeds to a single, consistent MLS brand; the Apple deal strategy 06:41 – Partners & facilities: IMG “above the line,” NEP “below the line”; from Manhattan bridge‑site to WWE/IMG Stamford hub 10:10 – Virtual studios & the graphics hub 12:45 – Not a cost play—quality at scale: Why centralized graphics increased rehearsal, consistency and reliability 20:16 – Matchday cadence 22:11 – Choosing Stamford: Why the WWE/IMG facility accelerated the “crawl → walk → run” roadmap; long‑term IMG/WWE/NEP alignment 24:55 – North Star = fan growth: Content beyond live matches; using Apple ecosystem + partners 31:26 – TikTok ISO‑cams: Format, halftime packaging & results 33:46 – ROI on player cams 36:52 – World Cup tie‑ins 41:11 – MLS NEXT / NEXT Pro 43:51 – What’s next: Cloud production, software‑defined broadcast, hyper‑personalized content at scale 45:19 – The “run” phase: Multi‑language feeds and global distribution 47:25 – Wrap‑up & what’s next on SBJ Live

October 9, 2025