European esports organization Fnatic has appointed sports marketing agency IMG as its exclusive commercial agency to accelerate the team’s growth.
Image Credit: Fnatic
Fnatic x IMG – partnership between global brands
The announcement was made earlier today by IMG, who will be helping out Fnatic land new sponsorship opportunities for its assets, which include the team’s jersey, talents, and digital products. With a combined following of over 35 million, IMG will be providing media rights representation, brand partnerships, and strategic advisory services, as well as digital and production services, according to a release.
IMG is a known marketing agency in the sports space, having managed a long series of events and sponsorships across various sectors, including sports and entertainment. Last year, the company worked on activations around events such as the 24 hours of LeMans, the UFC, NFL, and the Bundesliga. In the esports field, the brand has already worked with EA Sports, BLAST, Epic Games, Riot Games, and many other leading stakeholders.
Fnatic expands its portfolio of partners
Founded in 2004, Fnatic is one of the most successful European esports teams of all time. Aside from its great competitive results across League of Legends and VALORANT, the team also competes in Apex Legends, Rainbow Six: Siege, and Counter-Strike 2 and has previously formed a partnership with ONIC in the mobile esports space.
On top of IMG, the company counts on the support of global brands such as Sony (with its gaming brand INZONE, Red Bull, gaming chair brand Blacklyte, and business & HR solution company GoGlobal.
“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,” said Sam Mathews, Founder & CEO.