Gaming and eSports performance brand, Fnatic, has appointed IMG, the sports marketing agency, as its exclusive commercial agency to accelerate the eSports organisation’s growth worldwide.

Under the agreement, IMG will provide new sponsorship opportunities for Fnatic across its performance team’s jersey, talent, and digital assets. This includes branded content opportunities for Fnatic’s global network of content creators and pro gamers, who have a combined following of over 35 million.

Founded in 2004, Fnatic is a successful eSports brand, winning more Tier 1 eSports events than any other team globally. Its international roster of over 25 pro gamers competes across major game titles, including League of Legends, Valorant, Apex Legends, Rainbow Six: Siege and Counter-Strike 2. Fnatic is built to deliver global and regional partnerships, connecting brands with the 1 billion-strong competitive gaming audience. Leveraging its professional teams and deep audience insights, Fnatic Studios—its in-house content agency – creates Gen Z-focused content and storytelling for leading brands such as Sony, Red Bull, Amazon, BMW and more.

Sam Mathews, Founder & CEO at Fnati,c said: “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.”

Luke Organ, SVP, Global Partnerships at 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.” 

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Tags: esports, IMG, League of Legends