International Masters Games Association appoints REDTORCH to develop digital strategy

28 May 2019

Independent, London-based digital communications agency REDTORCH has been appointed by the International Masters Games Association (IMGA) to develop and implement a digital strategy to engage and grow audiences: aiming to increase participation in Masters sport, develop a valuable community of Masters athletes, and grow commercial potential.

As Jens V. Holm, CEO of IMGA, states, 

“With this new appointment, we’re excited to work with REDTORCH to identify how we can use data and digital strategy to engage more people with Masters sport, support our event host partners, and create new value for the Masters sports community.”

And there’s lots in the calendar! Before the next World Masters Games in 2021 in Kansai (Japan), Torino (Italy) hosts the 2019 European Masters Games, Innsbruck (Austria) the 2020 Winter World Masters Games, and Rio (Brazil) the 2020 Pan-American Masters Games.

In this new partnership, REDTORCH will make full use of its strong track record and experience working for the 2017 World Masters Games, Auckland, and multiple international rights holders.

Jonny Murch, CEO of REDTORCH explains,

“There are incredible stories to tell about Masters athletes, so it’s exciting to be partnering with IMGA to help expand and drive their mission. 

From Auckland to Kansai and beyond, we’ll work to encourage athletes to practise sports regularly. As an agency with a passion for the positive impact sport can have, it’s extremely satisfying to be involved in such a dynamic project.”

Kansai will host the first World Masters Games to be held in Asia. While Auckland welcomed 28,000 participants, Kansai is expecting an incredible 50,000, of whom 20,000 will be travelling from outside Japan.