The event is set to be held in Birmingham this August, and following this IMG will also support and provide commercial consultancy for the second edition of the GEF’s flagship event in December; the Istanbul 2022 Global Esports Games.
Headquartered in New York City, IMG is a global sports, event and talent management company. Since 2013 it has been owned by Endeavour. Within the media industry, it works on behalf of more than 200 federations, associations and events.
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."
Through the use of IMG’s expertise and global reach, it is hoped that global expansion of the GEF esports events portfolio can be accelerated. This will be achieved through live content, brand creation, event management, marketing, media distribution and partnership rights management.
Paul J. Foster, GEF CEO, 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."