Global Esports Federation partners with IMG for Commonwealth Esports Championships

The Global Esports Federation (GEF) has announced a partnership with global sports, events and talent management company International Management Group (IMG).

GEF and IMG will work together on the upcoming Commonwealth Esports Championships that will take place in Birmingham this August. IMG will also support and consult the GEF for the second edition of the Global Esports Games, GEF’s flagship event.

Image credit: Global Esports Federation / IMG

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According to a release, IMG will help accelerate the global expansion of GEF’s esports events portfolio by staging live content, brand creation, event management, marketing, media distribution and partnership rights management.

Lorenzo Giorgetti, Board Member and Chair of the GEF Brand, Marketing, Communications Commission, commented: “We are proud to welcome IMG to our Global Esports family. 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.” 

IMG first partnered with the GEF for the inaugural edition of the Global Esports Games that took place in Singapore in 2021. IMG acted as a consultant on that project. IMG is a noted partner of esports tournament organiser PGL, with whom the company works on media right sales. IMG has also collaborated with Gen.G through its subsidiary IMG Academy.

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Richard Wise, SVP, Content and Channels for IMG’s media business, added: “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.”

Esports Insider says: IMG is a company with an impressive portfolio, so seeing the firm’s continued involvement within esports entities should help bolster opperations. It seems like the GEF is going to receive quite a bit of help from the agency when it comes to organising events, partnerships and marketing, particularly for the inaugural Commonwealth Esports Championships.

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