Fnatic Appoints IMG As Global Commercial Agency

LONDON (31 March 2025) – Global gaming and esports performance brand, Fnatic, has appointed IMG, a global 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 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 organisations, 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 recognised 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.

About Fnatic
Fnatic is the leading global esports performance brand, setting the benchmark for excellence in competitive gaming. Headquartered in London, with offices in Berlin, Belgrade, and Tokyo, Fnatic holds elite status as one of the premier brands in the 1 billion-strong competitive gaming audience. Driven by a deep understanding of peak performance, Fnatic combines world-class competition with Fnatic Studios, its in-house content agency, delivering innovative storytelling and digital activations that resonate with Gen Z and gaming audiences. Since 2004, it has dominated the esports stage, winning more Tier 1 tournaments than any other team and generating over 150 million watch hours annually—making it one of the most-watched and influential organisations worldwide.

By blending elite esports performance, cultural influence, and global reach, Fnatic creates unmatched partnership opportunities that shape the future of gaming.

About IMG

IMG is a leading global sports marketing agency, specializing in media rights management and sales, multi-channel content production and distribution, brand partnerships, strategic consulting, digital services, and events management. It powers growth of revenues, fanbases and IP for more than 200 federations, associations, events, and teams, including the National Football League, English Premier League, International Olympic Committee, National Hockey League, Major League Soccer, ATP and WTA Tours, the AELTC (Wimbledon), Euroleague Basketball, CONMEBOL, DP World Tour, and The R&A, as well as UFC, WWE, and PBR. IMG is a subsidiary of TKO Group Holdings, Inc. (NYSE: TKO), a premium sports and entertainment company.