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Global Esports Federation and IMG agree strategic partnership

Agency giant to assist in brand creation, event management, and marketing.

21 April 2022 Rory Jones

Getty Images

  • IMG onboard ahead of 2022 Commonwealth Esports Championships
  • New partnership builds on initial deal for last year’s Global Esports Games

The Global Esports Federation (GEF) has named agency giant IMG as its strategic partner.

The new agreement will see IMG work with the GEF and Faceit, the professional gaming body’s strategic partner for esports services, to help shape the inaugural Commonwealth Esports Championships in Birmingham this August.

IMG will also offer commercial consultancy for the GEF’s Istanbul 2022 Global Esports Games, which will take place in December.

More broadly, the partnership is designed to further expand the GEF’s global portfolio of events, with IMG’s expertise being deployed for staging live content, brand creation, event management and marketing. The agency will also provide consultancy in the distribution of the GEF’s media rights and partnership sales.

The agreement builds on a partnership between IMG and the organising committee for last year’s Global Esports Games in Singapore. The initial deal was hailed as a success by both parties, with the event attracting more than 500 million accumulated views, including 4.4 million global live views during the two-day live event.

“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,” said Paul J Foster, chief executive of the GEF.

“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, senior vice president of content and channels for IMG’s media business, 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.”

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