Fnatic appoints IMG as Global Commercial Agency

Global gaming and esports performance brand, Fnatic, has appointed IMG, a global sports marketing agency, as its exclusive commercial agency to accelerate the esports organization’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 one of the most successful esports brands of all time, 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 impactful global and regional partnerships, connecting brands with the 1 billion-strong competitive gaming audience. Leveraging its world-class professional teams and deep audience insights, Fnatic Studios—its in-house content agency—creates innovative, Gen Z-focused content and storytelling for leading brands such as Sony, Red Bull, Amazon, BMW, and more.

Sam Mathews, Founder & CEO, Fnatic 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.”

IMG works with some of the world’s leading sports organizations, providing media rights representation, brand partnerships and strategic advisory services, as well as digital and production services. To date, IMG has managed the media rights and brand partnerships for more than 20 globally recognized esports events, including EA Sports, Blast Esports, Epic Games, PGL Esports, Riot Games, the International Olympic Committee and the Global Esports Games.

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

The deal also builds on IMG’s growing partnerships portfolio. The company recently secured a game-changing partnership between British Cycling and Lloyds Bank, ensuring the successful delivery of the Lloyds Bank Tour of Britain Women in June and Lloyds Bank Tour of Britain Men, and manages global sponsorship sales for world-renowned properties, including The R&A, AELTC (The Championships, Wimbledon), SailGP, Inter Milan, Chivas De Guadalajara and Club América, among others.