Rune Becomes Latest Pro To Partner With IMG As Mother Aneke Steps Down As Press Manager

| by Nurein Ahmed

Holger Rune recently confirmed his collaboration with American global sports and fashion management company IMG, which will handle his off-court brand.

IMG prides itself in being an "expert" and the "support system" for sports. Apart from working with leading sports organizations and rightsholders to deliver 45,000 hours per year of content for fans to watch live sports, it also manages several athletes, including tennis players, and fashion celebrities.

On Tuesday, IMG's official X page (formerly Twitter) shared an image of Rune with the caption "Welcome to the family," to which the Dane reacted in delight, writing, "Thank you. Very happy for our collaboration." It is another change in Rune's team.

Previously, his mother, Aneke Rune, has been a key pillar in handling his off-court dealings and has served as the business manager of her son's personal brand since he started to play professional tennis.

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That won't be the case anymore, with his mother confirming to TV2 Sport that she will "delegate" the work to IMG. Aneke also stated that she would remain part of the team, presumably taking over a different role without giving any details.

"It's no secret that there's increasing attention around Holger, and we love that, but there are so many other things I need to attend to, and I have several projects that require my focus. Therefore, I have assessed and decided that it's best to delegate the communication of information so that you (journalists) don't feel overlooked."

Aneke while speaking to TV2 Sport

"I feel confident entrusting the task to IMG, ensuring they will provide the necessary information about Holger in the future, and then I'll have a bit more time to handle the other things I'm involved in."

Rune has been preparing the changes for 2024. He has already parted company with his two coaches, Severin Luthi and Boris Becker, whom he only appointed at the end of last season. The Dane joins the likes of Carlos Alcaraz, Iga Swiatek, Emma Raducanu, and former World No. 1 Andy Murray in partnering with IMG.

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