When the coronavirus COVID-19 pandemic hit and shut down the sports world in the middle of March, the brass at IMG Academy reached out to different sports leagues to gauge their interest in operating out of a controlled environment.

IMG Academy contacted professional lacrosse, the NBA and its G-League among others.

The talks with the NBA led to a conversation about the WNBA. 

Founded by former NBA Commissioner the late David Stern, the WNBA was interested in sending its 12 teams to a bubble-type environment for their 2020 season. 

“In speaking to their leadership, their commissioner, their COO, we realized there was a lot of alignment and objectives and overall values of what they are trying to achieve,” said Chris Ciaccio, a senior vice president at IMG Academy. 

The original plan was for IMG Academy to house the players, staff and game officials and for each of the teams to play their 22-game schedule at the Bradenton campus.

But with IMG Academy building a new basketball court and the prospect of its students returning to campus in late August, IMG needed a partner.

Enter Feld Academy. 

A live-show production company that opened in 2012, entertained the now-defunct Ringling Bros. and Barnum & Bailey Circus before expanding into additional live events, including Disney On Ice, Monster Jam, AMA Supercross Championship, and Sesame Street Live. Located in Palmetto, Feld has also hosted rehearsals for entertainers like Linkin Park, Tim McGraw and Faith Hill, Michael Buble’ and Katy Perry.

But, thanks to the pandemic, it was in need of some business. 

“We explored a number of different ways in which we could operate on campus, but we quickly came to the conclusion that we would need a partner,” Ciaccio said. 

And Feld Entertainment was willing.

It converted its staff rehearsal hall into a space that could accommodate two WNBA courts and the television production equipment needed to broadcast the games.

The WNBA transported two full courts to Feld and in a week the courts were installed and ready to host games.

“We helped with logistics,” said Steve Yaros, Feld Entertainment Senior Vice President of Global Communications and Media.

The courts were in place by Friday, July 10 and by the weekend Feld had cleaned and sterilized the area.

The following Monday WNBA teams were practicing. 

“There were a lot of moving parts over that month of June,” Yaros said. “It was the perfect match if you were trying to pull this off in such a short amount of time.”

Feld Entertainment also built six dressing rooms and rooms for referees, chapel and the media.

“It’s a 100-plus days of basketball, which we never in a million years thought would happen when we opened the facility in 2012,” Yaros said.

Meanwhile, the WNBA players still were housed, ate and worked out at IMG Academy for training camp July 10-24.

When the games began July 25, they were bused 30 minutes to Feld Entertainment.

Feld Entertainment had previous experience operating during the pandemic. Producing the sport of Supercross, off-road motorcycle racing, the sport was shut down March 13. Feld moved its operations to Salt Lake City and completed the seven races without patrons. 

“We understood the importance of working with a league to finish a season successfully under the current circumstances,” Yaros said. “This is like paying it forward.”

Despite the fact no fans are permitted to watch the games, the arrival of the WNBA has been a boon for the area.

IMG Academy has provided a safe environment for players to move around the community, whether it is on Anna Maria Island or Parrish or Bradenton. 

“In light of what we are all navigating, it has been a win for IMG, it’s been a win for Feld and a tremendous win for the Bradenton area,” Ciaccio said. “You have 12 franchises descending on Bradenton to run the entirety of a league. “It’s a significant economic impact, because there are a lot of things that require local vendors beyond IMG and Feld.”

WNBA courts being built in Palmetto

Time-lapse of building a basketball court for the WNBA at Feld Entertainment Inc. in Palmetto.

The fact that IMG Academy and Bradenton are on the end lines of both WNBA courts is part of a sponsorship placement for when games are shown on CBS, ESPN and ABC. 

“We wanted to make sure the Bradenton area also got exposure,” Ciaccio said. “If we could have, we would have put Bradenton area, all of the different communities that make up the Bradenton area. That was our ultimate goal.”

This could lead to more opportunities for IMG Academy and Feld Entertainment.

“At the end of the day, we’ve supported the WNBA in their efforts to create a bubble that is safe and secure for the players and staff to operate in. That’s what is driving all the decisions,” Ciaccio said. “That is what IMG is able to provide.

“The timing was right for Feld. If this was a normal environment, neither of us would have had the availability to take advantage of this opportunity. But you get creative. You find ways to pivot in this environment and IMG and Feld have had a favorable partnership and ultimately the community is the one that benefits.

“Without question, we’ve proved out the concept that we are able to create a controlled environment that can be safe, so that will lend to opportunities down the road. At the same time, we’ve gained a number of learnings for our existing business which is equally important as we look to have our students return to campus at the end of this month.”

The WNBA playoffs begin in September and run through October.

“We are actually thrilled with the partnership,” said Yaros, who has worked with IMG Academy since 2012 after meeting as members of The Bradenton Area Economic Development Corporation. “We work together on numerous things. When they needed help, we raised our hands and did what we needed to do. Plus, we had the space. We had the accommodations. It was good to get our folks back to work to a certain degree working on a certain project.”