Fnatic Seeks Commercial Growth With IMG Partnership

Fnatic has taken a significant step in its commercial strategy by appointing sports and marketing agency IMG as its exclusive commercial agency, with an objective to enhance its global growth in the esports market.

Under this new partnership, IMG will play a pivotal role in identifying new sponsorship opportunities for Fnatic, especially across the jerseys of its performance teams and various digital assets. This initiative is aimed at expanding Fnatic’s commercial footprint, tapping into the lucrative world of brand partnerships.

The collaboration extends beyond traditional sponsorships. According to the official announcement, it will also yield branded content opportunities for Fnatic’s roster of content creators and professional gamers, thereby enriching the overall engagement experience for fans and partners alike.

Commenting on the partnership, Sam Mathews, founder and CEO of Fnatic, said: “Fnatic has always been about setting the standard in esports, whether that’s through winning, innovating, or building the most engaged gaming communities in the world.”

“Partnering with IMG is a game-changer, enabling us to bring more world-class brands into the space and secure deeper connections with highly sought-after, tech-savvy younger audiences,” he said.

Luke Organ, SVP of Global Partnerships at IMG, added: “We’re proud to partner with Fnatic to seek new commercial opportunities that can unlock further value for this legendary team, attract new fans, and drive even deeper engagement with its dedicated fan base.”

With its founding in 2004, Fnatic has firmly established itself in the competitive esports arena, fielding teams across prominent titles such as League of Legends, VALORANT, Apex Legends, and Counter-Strike.

Fnatic has successfully formed alliances with notable brands, including the online cryptocurrency casino Betify, gaming chair manufacturer, Blacklyte, and Red Bull.

Additionally, its in-house content agency, Fnatic Studios, has produced compelling content for high-profile entities such as Sony, Red Bull, and Amazon.

IMG, founded in 1960, is recognised as a leading global sports marketing agency, adept in media rights representation, brand partnerships, strategic advisory services and digital production, and has collaborated with over 20 esports stakeholders, solidifying its position in the industry.

In 2022, IMG joined forces with the Global Esports Federation to co-organise the Commonwealth Esports Championship, further demonstrating its commitment to advancing the esports landscape.

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