UK-based esports organization Fnatic has appointed global sports marketing agency IMG as its exclusive commercial agency to accelerate the esports organization’s growth and brand on a worldwide basis, the companies announced Monday.
Financial terms of this new deal were not disclosed
Under the terms of the new agreement, IMG will seek out new sponsorship opportunities for Fnatic’s jersey, talent, and digital assets. This will also include branded content deals for Fnatic’s stable of content creators and pro gamers, who—Fnatic claims—have a combined following of over 35 million.
“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,” said Fnatic CEO and Founder Sam Mathews in a release. “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.”
Founded in 2004, Fnmatic is a top performing Tier 1 esports organization that competes in League of Legends, Valorant, Apex Legends, Rainbow Six: Siege, and Counter-Strike 2. The company already has partnerships in place with Red Bull, INZONE, GoGlobal, Betify, and Blacklyte. The company also works with other brands through its in-house content agency, Fnatic Studios, such as Sony, Red Bull, Amazon, BMW, and more.
Over the years, IMG has managed the media rights and brand partnerships for more than 20 global esports events, including those owned by EA Sports, BLAST, Epic Games, PGL, Riot Games, the International Olympic Committee (IOC), and the Global Esports Games. Most recently, the company secured a partnership between British Cycling and Lloyds Bank, helping with the delivery of the Lloyds Bank Tour of Britain Women in June 2024 and the Lloyds Bank Tour of Britain Men. The company also manages global sponsorship sales for such properties as the R&A, AELTC (The Championships, Wimbledon), SailGP, Inter Milan, Chivas De Guadalajara, and Club América, among others.
TKO Group Holdings (the owners of UFC and WWE) completed the acquisitions of IMG, On Location, and Professional Bull Riders from Endeavor Group Holdings in January. That deal was valued at $3.25 billion USD, according to reports.