Global Esports Federation announces partnership with IMG

IMG will also provide commercial advice for the GEF's Istanbul 2022 Global Esports Games, which will be held in December.

The Global Esports Federation (GEF) has announced a new collaboration with the agency giant, IMG. With this deal, IMG has been labelled as the strategic partner of GEF.

The new arrangement will include IMG collaborating with the GEF and Faceit, the competitive gaming body’s strategic partner for esports services, to shape the first-ever Commonwealth Esports Championships, which will take place in Birmingham this August.

IMG will also provide commercial advice for the GEF’s Istanbul 2022 Global Esports Games, which will be held in December.

Moreover, the collaboration is intended to broaden the GEF’s global portfolio of events, with IMG’s knowledge and experience being used for live content staging, brand creation, event management, and marketing. The organisation will also advise on the distribution of the GEF’s media rights and the sale of partnership opportunities.

The contract developed due to IMG’s collaboration with the organising committee for last year’s Global Esports Games in Singapore. Both groups hailed the initial agreement as a success, with the event garnering more than 500 million accumulated views, which include 4.4 million global live views during the two-day live event.

Paul J Foster, Chief Executive of the GEF, said, “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. Our worldwide collective of GEF partners shares our optimism for the future and deep commitment to our community, elevating esports on the global stage.”

Richard Wise, Senior Vice President of Content and Channels for IMG’s media business, commented, “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.”

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