Unlocking the Strategic Value of Archive: Insights for Rightsholders, Producers and Brands 

 In today’s media landscape, attention is a valuable currency. Podcasts are flourishing, vodcasts are mainstream, and social platforms reward content that is immediate and visually compelling. Audiences are no longer just consuming; they share what moves them. For content creators and rightsholders, the challenge is producing content that holds its value over time. 
 
Archive footage, once viewed primarily as a historical asset, is emerging as a vital tool. When leveraged strategically, it does more than preserve historic moments. It deepens audience connection and creates commercial opportunities for rightsholders, producers, and brands alike. 
 
One of the clearest examples of this shift is IMG’s agreement with Goalhanger for Premier League Greats: The Moments That Made Them, a new vodcast format built around iconic Premier League archive. As part of Goalhanger’s hugely popular The Rest Is Football ecosystem, the series sees Gary Lineker, Micah Richards and Alan Shearer revisit defining matches from some of the league’s greatest players, beginning with Thierry Henry’s most iconic Premier League moments. Crucially, this marked the first time Premier League archive had been licensed for use in a recurring vodcast format, creating new storytelling opportunities for producers while extending the value of archive for the rightsholder and creating new ways for audiences and brands to connect with the content. 
 

Reimagining the Role of Archive for Rightsholders 
 

For rightsholders, the traditional view of archive has often been transactional. Licensing has historically focused on immediate returns, such as securing broadcast deals or monetizing content for short-term revenue. In a world where audiences are fragmented and attention is fleeting, this approach is increasingly limited. Archive offers a longer-term, multi-dimensional value proposition. 
 
Footage that would otherwise remain unused can be repurposed as culturally resonant stories. Events unseen by international audiences can be presented in ways that feel fresh. This expands reach while reinforcing brand relevance across territories and generations. 
 
What makes the Premier League Greats format particularly interesting is how archive is being used across multiple touchpoints. Through access to Premier League footage spanning the competition’s history, producers are able to create visually rich narratives around iconic players and defining matches in a format specifically designed for modern audiences. At the same time, the series gives the Premier League an opportunity to extend the reach and relevance of its archive through a rapidly growing content category. 
 
Strategic licensing balances control with accessibility. It ensures rightsholders maintain the integrity of their assets while allowing producers to innovate. In practice, this transforms archive from a passive resource into an engine for commercial growth. 

 
Elevating Storytelling for Producers 

 
Producers operate in a landscape where loyal audiences are no longer enough. Content must stand out in substance and delivery. Archive gives producers the depth to do that, by connecting the past to the present through player stories, milestones, and the moments that defined the sport. 
 
Premier League Greats is a strong example of this in practice. By combining archive footage with analysis and storytelling from Gary Lineker, Micah Richards and Alan Shearer, the series creates a more immersive experience than traditional podcast formats alone. Historical footage becomes an active part of the narrative, helping audiences relive defining sporting moments while deepening emotional connection to the story being told. 
 
Even the BBC's F1 Chequered Flag — which leans lightly on archive — shows how pacing, narrative structure, and the smart use of highlights can make content shareable and sustain audience interest across a full season. 
 
Social platforms further amplify the impact of archive-led storytelling. Short-form clips distributed across Instagram, TikTok, YouTube and X create highly shareable moments that drive discovery and spark conversation well beyond the longform episode itself. In the case of Premier League Greats, iconic moments involving players such as Thierry Henry become social-first storytelling assets that continually re-engage audiences and extend the lifespan of the content long after release. 
 
Archive extends a production’s shelf life. Content that integrates historical footage or leverages curated highlights remains relevant long after its initial release. 
This longevity makes it more attractive to sponsors seeking sustained engagement and supports larger production budgets and more ambitious storytelling approaches. 
The collaboration around Premier League Greats demonstrates how archive can transform podcasts into visually rich, season-long narratives that engage audiences across multiple platforms and formats. 
 

Audience Impact: Engagement and Loyalty 

 
Archive enriches the audience experience by reaching previously untapped segments, including younger fans, international viewers and casual audiences. Historical content allows audiences to relive iconic moments, track evolution and discover stories they may have missed the first time around. 
 
Short clips of legendary goals, memorable plays, or milestone moments create highly shareable micro-experiences. They spark conversations well beyond the episode and turn passive audiences into active participants. The success of Premier League Greats also shows how archive bridges generations by reconnecting long-time fans with defining moments while bringing new audiences into the story. 
 

Commercial Opportunity for Brands 
 

Archive also drives commercial value. Sponsors are increasingly seeking content that is relevant, engaging and enduring, and podcasts and vodcasts that integrate historical material provide a richer narrative environment and extended exposure, making sponsorship more appealing. For rightsholders, this creates a virtuous cycle. Licensing archive generates revenue, increases engagement and attracts brand investment, while compelling archive-driven content strengthens audience connection and supports ongoing commercial opportunities. For producers, demonstrating the strategic value of archive can help justify higher budgets and more ambitious storytelling. 
 
 
As archive-led storytelling becomes more sophisticated and widely adopted, brands are increasingly recognizing the value of aligning with content that already carries emotional resonance and cultural significance. 
 

IMG’s Role in Connecting Rightsholders and Producers 

 
At IMG, we work with both sides. We manage extensive video libraries for more than 30 major sports rightsholders, advise on strategic licensing, and help producers craft narratives that resonate across platforms.  
 
The work is collaborative. Sitting alongside both rightsholders and producers, the aim is always to make archive work harder, protecting what matters while opening new possibilities. Those who embrace flexible, strategic licensing tend to find the returns go beyond revenue: deeper fan engagement, broader reach, and content that stays relevant long after release. Archive is no longer a passive asset. It's what turns good content into great business. 
 
Projects like Premier League Greats exemplify this model. Licensing Premier League footage enabled producers to create immersive narratives that were previously impossible in a podcast format. The result was expanded reach, deeper engagement and new sponsorship opportunities, demonstrating how archive, when managed strategically, can transform both content and commercial potential. 
When integrated thoughtfully, archive allows content to captivate audiences and set new standards for how historical material is used in modern media. From podcasts and vodcasts to social clips and documentaries, archive is no longer just a record of the past. It is a dynamic tool shaping the future of storytelling.