IMG will handle the staging of live content, brand creation, event management, marketing, media distribution, and partnership rights management

Global Esports Federation x IMG

IMG has become a strategic partner to the Global Esports Federation.

The agency will assist the federation with the staging of live content, brand creation, event management, marketing, media distribution, and partnership rights management - with the aim of accelerating the growth of its events portfolio. 

The pair have worked together before, with IMG acting as a consultant to the Global Esports Games Organizing Committee. It helped the organisation hold the first ever Singapore 2021 Global Esports Games. The GEG attracted over 500 million accumulated views, including 4.4 million global live views during the two-day live event in Singapore.

Lorenzo Giorgetti, board member and chair of the GEF Brand, Marketing, Communications Commission, said: “We are proud to welcome IMG to our 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.

“We look forward to creating tremendous value for the GEF and our worldwide properties together.”

Paul J. Foster, CEO of the GEF, added: “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. We have seen the magic that powerful partnerships can create for our community.

“In our #worldconnected community, we level up our collective strengths and unlock opportunities together. Our worldwide collective of GEF partners shares our optimism for the future and deep commitment to our community, elevating esports on the global stage.”

Richard Wise, SVP, Content and Channels for IMG’s media business, said: “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.”