YMU expands into esports, gaming and sports following Digital Sports MGMT merger

21 September 2022


Image credit: YMU, Digital Sports Mgmt.

UK-based talent agency YMU has expanded into esports, sports and gaming through the integration of sports marketing and gaming agency Digital Sports Mgmt (DSM).

As a result of the merger, YMU has become a majority stakeholder in DSM as it makes its first move into the esports and gaming sectors.

According to a release, the merger will enable DSM to leverage ‘YMU’s extensive global footprint’ as the agency aims to ‘break new ground in the gaming industry’.

Alongside additional leverage, YMU Sports will expand its range of services to include esports consultancy and live production for its current and future clients.

Founded in 2016, DSM has collaborated with the likes of EA Sports and Warner Bros. across various activations. Additionally, it has recruited a number of FIFA esports players, content, creators and on-air talent on its roster. Notably, this includes Man City professional FIFA player Ryan Pessoa.

YMU has a range of clientele, however, the agency has developed a large portfolio of individuals within the entertainment industry. Ant and Dec, Simon Cowell, Clare Balding and Graham Norton are among the list of YMU clients.

Talent agencies expanding into esports continues at an impressive rate. In January, London-based law firm Morgan Sports Law launched DotX Talent. In May, CAA Sports signed a deal with international esports T1 Entertainment & Sports.

Mary Bekhair, Group CEO at YMU, spoke on the deal: “We are thrilled to join forces with Digital Sports Mgmt and diversify our Sports division into gaming and esports, marketing activation, and sponsorship.

“Entering into gaming and esports has been one of YMU’s key strategic objectives and with the acquisition of DSM I am pleased to be able to offer further, exceptional expertise and bespoke knowledge to our current and future global sports clients.” 

Jonno Nicholson
Jonno is a Freelance News Writer for Esports Insider and has been part of the ESI team since 2019! His interests include the rapid rise of sim racing and its impact on the wider industry.