SNS Arts & Media

For our Sector Networking Series: Arts & Media in October, Adam Kelly (OK 1996), delivered a keynote speech to our pupils, alumni and parents. Adam offered a fascinating insight into the global sports industry and the leadership journey that has taken him to the helm of one of the world's most influential sports marketing businesses.

As President of IMG,Adam leads a global organisation that works with more than 250 sports rightsholders, including some of the world's most recognisable leagues, federations and events. Drawing on more than two decades with the company, he reflected on his career progression from joining IMG shortly after university to overseeing a business at the forefront of sport, media and entertainment.

Adam spoke candidly about the importance of curiosity, resilience and seizing opportunities early in a career. Looking back on his own journey, he encouraged pupils and young alumni to embrace challenges, take on responsibility and develop the entrepreneurial mindset that helped shape his success. He stressed that career-defining moments are often not individual promotions or achievements, but periods of change that require adaptability and a willingness to learn.

A central theme of the evening was the transformation of the sports industry. Adam described the current era as a "golden age" for sport, driven by growing global audiences, technological innovation and the enduring appeal of live events. He explored how streaming platforms and technology companies are reshaping the way fans engage with sport, creating new opportunities for leagues, clubs and athletes to reach audiences around the world.

The discussion also examined some of the challenges facing the industry. Adam highlighted the importance of innovation in attracting younger audiences, the growth potential of women's sport, and the need for organisations to balance commercial success with accessibility and fan engagement. Throughout, he emphasised that sport's unique ability to create shared experiences and bring communities together remains one of its greatest strengths.

Turning to leadership, Adam reflected on what he has learned from managing teams and partnerships across a global business. He spoke about the value of trust, collaboration and long-term relationship building, explaining that successful leadership is less about having all the answers and more about creating an environment in which talented people can thrive.

The evening concluded with a lively question-and-answer session, during which Adam shared further insights into the future of sports media, the changing nature of fan engagement and the skills that young people will need to succeed in an increasingly dynamic world of work.

We are grateful to Adam for returning to King's to share his expertise and experiences. His reflections offered valuable lessons for pupils, alumni and parents alike, demonstrating how curiosity, adaptability and strong relationships can open doors to opportunities on a truly global stage.