Fnatic looks to boost commercial growth with IMG partnership

Fnatic has appointed sports and marketing agency IMG as its exclusive commercial agency with the goal of boosting its global commercial growth.

IMG will provide the esports organisation with new sponsorship opportunities across its performance teams’ jerseys and digital assets.

According to a press release, the agreement further includes branded content opportunities for Fnatic’s content creators and pro gamers.

Sam Mathews, Founder and CEO of Fnatic, commented on the partnership with IMG: “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.”

Founded in 2004, Fnatic competes in various esports titles such as League of Legends, VALORANT, Apex Legends and Counter-Strike. The UK-based organisation also expanded into Marvel Rivals esports this year.

Some of its current partners include online cryptocurrency casino Betify, gaming chair manufacturer Blacklyte and energy drink brand Red Bull. Moreover, Fnatic Studios, its in-house content agency, has created content for the likes of Sony, Red Bull and Amazon.

As a global sports marketing agency, IMG provides media rights representation, brand partnerships and strategic advisory services, as well as digital and production services. Established in 1960, the company has worked with more than 20 esports stakeholders.

In 2022, IMG partnered with the Global Esports Federation to collaboratively organise the Commonwealth Esports Championship. Moreover, the agency has been a long-term partner of esports tournament organiser PGL.

Luke Organ, SVP, Global Partnerships at IMG said: “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.”