The Global Esports Federation (GEF) has announced global media agency, IMG, as its Strategic Partner, in order to further accelerate the global expansion of the GEF’s esports events portfolio. 

IMG will collaborate with the GEF, to shape the inaugural Commonwealth Esports Championships in Birmingham this August.

Furthermore, they will support and provide commercial consultancy for the second edition of the GEF’s Flagship event; the Istanbul 2022 Global Esports Games in December.

The deal builds upon a relationship established in 2021, where IMG signed a consultancy partnership with the Global Esports Games Organizing Committee and staged the first-ever inaugural Singapore 2021 Global Esports Games (GEG).

GEF deemed the event a success, attracting over 500 million accumulated views, including 4.4 million global live views during the two-day live event.

Now, IMG will further utilise its expertise to help the GEF grow and excel in its sports events portfolio through the staging of live content, brand creation, event management, marketing, media distribution, and partnership rights management.

GEF board member and chair, Lorenzo Giorgetti, said they welcome IMG to the Global Esports Family.

“This is an important strategic partnership, not only for the GEF and IMG but for players, fans and brands around the world,” she said.

GEF CEO, Paul J. Foster, emphasized: “It’s the connection and sharing of our human stories that are unlocking the superpowers of our time.”

“We are proud to collaborate with IMG as we help to unite passionate brands with esports, sport, powerful technology and the Global Esports’ limitless innovation.”

Foster says that their worldwide collective of GEF partners shares the commitment to elevate esports onto “the global stage.”

IMG SVP, content and channels for the media business, Richard Wise, added: “This is an exciting year for the Global Esports Federation and esports in general, and we are delighted to bring our expertise in a wide range of areas to ensure these major events are successful.”

“The world of esports has grown enormously in recent years and these two events will provide outstanding entertainment for fans all over the world,” said Wise.