The new division will operate under the IMG Consulting banner, representing sponsorships for global companies and properties.
Experiential marketing programmes will be created to present full-scale branded events, designed to be tailored to a specific consumer opportunity.
Said Peter Johnson, who heads IMG’s Sport and Entertainment division: “We know from our experience in sports and entertainment that ‘live’ provides value-added experiences which resonate strongly with consumers.
“We will now be able to provide this service for brands outside the traditional lines of athletic or entertainment venues in expanded formats to provide consumer interaction.”
Steve Moore, IMG senior vice resident, based in Charlotte, will oversee the division and Lee Heffernan, former CEO of Live Channel, which was acquired from Clear Channel, will run the division.
