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IMG College acquires TopShelf, adds to Ivy League portfolio

The IMG College division of the IMG agency has acquired US mobile hospitality company TopShelf and has agreed a multi-year partnership with Princeton University.

TopShelf’s turnkey vehicles and services have been used for a number of years by US stock-car racing series Nascar and corporate sponsors of golf’s PGA Tour to entertain clients and employees. The firm will now operate within IMG College’s business ventures unit, which provides services to universities, conferences, media and corporate partners.

“IMG is always seeking unique ways to enhance game day for our collegiate partners while adding value for our corporate clients, and TopShelf is a strong strategic fit,” Mark Dyer, the head executive for IMG College Business Ventures, said, according to the Winston-Salem Journal newspaper.

“The college football hospitality space is ripe for expansion beyond the typical tailgate setting, and TopShelf gives us a compelling, scalable solution with a proven track record of world-class results. It’s a bonus that this company is local-based.”

Meanwhile, Princeton University and IMG have announced a new multi-year rights representation agreement. Under the agreement, IMG College will manage Princeton’s multi-media rights, including marketing all advertising and sponsorship inventory for Princeton Athletics and producing the radio broadcasts of Tigers football, men’s basketball and men’s lacrosse.

Mike Wolfert, vice-president of revenue solutions for IMG College, said: “Our team will develop corporate partner strategies for Princeton, including opportunities through our national marketing platform and in bundling Princeton, Harvard, and Yale to provide brands with access to an attractive, high-value demographic. IMG will also seek to develop multi-school sponsorships that include Princeton and Rutgers University, which IMG began serving in 2014.”