UK-based esports organization Fnatic has appointed sport and media heavyweight agency IMG as its exclusive commercial agency, aiming to accelerate its global growth.
Under the new partnership, IMG will aim to provide new sponsorship opportunities for Fnatic across its jersey, talent, and digital assets.
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This includes branded content opportunities for Fnatic’s global network of content creators and professional gamers.
The esports organization manages teams across esports titles such as League of Legends, Valorant, Counter-Strike, Overwatch, Fortnite, and EAFC.
Fnatic also sells branded gaming-related merchandise and apparel.
IMG has managed the media rights and brand partnerships for over 20 esports events, including for EA Sports, Blast Esports, Epic Games, PGL Esports, Riot Games, the International Olympic Committee, and the Global Esports Games.
Sam Mathews, founder and chief executive of Fnatic, said: “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.”
Luke Organ, senior vice president of global partnerships for IMG, added: “Fnatic is one of the most innovative and followed esports brands in the world. Combining world-class performance and a global fanbase, Fnatic offers brands a unique opportunity to reach and communicate with highly engaged younger audiences.
“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.”
Earlier this year, Fnatic announced that energy drinks giant Red Bull has signed on as a commercial partner.
Through a worldwide deal, Red Bull took a branding slot on the collarbone of all Fnatic team jerseys, becoming the energy drink partner of all Fnatic esports teams.
