International sports and entertainment agency IMG has appointed Adolfo Bara as its new senior vice-president for soccer.
From next Monday, Bara will work at IMG Events, where he will be responsible for the agency’s activity within the sport beyond the audio-visual aspect, which is controlled by IMG Media.
Bara joins IMG from La Liga, the top tier of Spanish soccer, where he has held the role of managing director of sales and marketing for the last five years, overseeing all streams of revenue, including dealing with sponsorship, sales, marketing and international development.
As part of his new role, Bara will be based in London working with the Chinese Super League (CSL) as part of IMG’s brief with Chinese soccer. The executive’s in-tray also includes IMG’s project with Perform, the international media group, marketing the media rights of the South American soccer federation, Conmebol.
Bara joined La Liga shortly after Javier Tebas became its president in 2013. Since then, Bara has played an important role in the organisation’s dramatic increase in commercial revenues.
Prior to joining the Spanish top division in 2013, Bara was a director of his own sports marketing business, Sport2c. The role saw him work on projects including the Uefa Champions League and European Championships.
Previously, he had worked for Spanish clubs Espanyol and Real Sociedad, as well as a stint with German sportswear company Adidas.