The Global Esports Federation (GEF) has appointed sports, fashion, events and media brand, IMG, as its new strategic partner.
The collaboration, which focuses on Esports Services FACEIT, looks to ‘shape’ the Commonwealth Esports Championships in Birmingham this summer, whilst IMG will also provide commercial consultancy for the Istanbul 2022 Global Esports Games in December.
“We are proud to welcome IMG to our Global Esports family,” commented Lorenzo Giorgetti, Board Member and Chair of the GEF Brand, Marketing, Communications Commission.
“This is an important strategic partnership, not only for the GEF and IMG, but for players, fans and brands around the world. We look forward to creating tremendous value for the GEF and our worldwide properties together.”
Furthermore, the firm has explained that it will ‘utilise its global reach’ in a bid to accelerate the expansion of GEF’s esports events via the staging of live content, brand creation, event management, marketing, media distribution as well as partnership rights management.
Paul J. Foster, CEO of the GEF added: “It’s the connection and sharing of our human stories that are unlocking the superpowers of our time. We are proud to collaborate with IMG as we help to unite passionate brands with esports, sport, powerful technology and the Global Esports’ limitless innovation.
“We have seen the magic that powerful partnerships can create for our community. In our #worldconnected community, we level up our collective strengths and unlock opportunities together. Our worldwide collective of GEF partners shares our optimism for the future and deep commitment to our community, elevating esports on the global stage.”
In 2021, IMG expanded its presence in the sport by signing a consultancy partnership with the Global Esports Games Organising Committee and staged the inaugural Singapore 2021 Global Esports Games.
Reports showed that the first-ever GEG had more than 500 million accumulated views, including 4.4 million global live views during the two-day live event in Singapore.
On the company’s newest partnership: Richard Wise, SVP, Content and Channels for IMG’s media business, concluded: “This is an exciting year for the Global Esports Federation and esports in general, and we are delighted to bring our expertise in a wide range of areas to ensure these major events are successful.
“The world of esports has grown enormously in recent years and these two events will provide outstanding entertainment for fans all over the world.”