IMG LIVE
- Company typePrivate
- Founded2000
- HeadquartersNorcross, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What IMG LIVE does
IMG LIVE operates as an experiential marketing and brand activation agency within the WME Group (formerly Endeavor) ecosystem. The firmographic record identifies IMG LIVE as a for-profit, private experiential marketing agency headquartered in Norcross, USA, with 101-250 employees and operations dating to 2000; its sister/digital properties include 160over90 (a global marketing agency whose website describes capabilities across cultural strategy, experiential, branding, digital, paid media, sponsorships, public relations, and entertainment marketing) and IMG Licensing (the licensing arm described in detailed source material).
IMG Licensing, the most extensively documented unit within the same WME Group umbrella, functions as a brand licensing intermediary with a 25-office network across five continents built over 40 years. The agency brokers licensing deals between brand owners (sports leagues, entertainment franchises, automotive, fashion houses, cultural institutions, and gaming IP holders) and manufacturers/retailers, earning commissions or royalties on licensed consumer products sold globally. Documented exclusive global licensing agreements include Harley-Davidson (2025), the Museum of Modern Art (2025), San Diego Comic-Con (2025) including its first international expansion to Málaga, Spain, and the Louis Vuitton 38th America's Cup (2026 appointment, 2027 event). Additional brokered partnerships include UFC x FoodStory Brands, DITA-Lancier x Maserati, Andrews McMeel Publishing x Sarah J. Maas, and Pure Kick x Xbox for Forza Motorsport.
The agency's revenue mechanics are commission- and royalty-based on the retail sales of licensed consumer products; reported 2024 retail sales volume across its client portfolio was $17.3 billion. Pricing is quote-based and not publicly disclosed. Go-to-market relies on industry events, the WME Group referral network, and direct client relationships. No AI/ML capabilities, software products, or proprietary technology platforms are described in the source material; the offering is fundamentally relationship- and IP-driven rather than technology-driven. Leadership named in the source material includes Susan Swanson and Josh Pate (Senior Vice Presidents) and Joe Clemente (Director); full executive disclosure is not provided.
IMG LIVE firmographics
Firmographics- Name
- IMG LIVE
- Legal name
- IMG Licensing (Inferred from available sources; no explicit legal name stated)
- Website
- https://IMGLive.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
IMG LIVE industry classification
Industry- Product category
- Experiential Marketing Services
- NAICS
- Advertising Agencies (541810), Public Relations Agencies (54182), Indoor and Outdoor Display Advertising (541850)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Activation/Experiential Creative Agencies (MPAAAAAO)
- akta.pro secondary industries
- Product Launches & Brand Activations (Experiential Marketing) (MPAGAHAD), Brand Activations & Experiential Campaign Design (MPAAAGAA)
Keywords
Where IMG LIVE is headquartered
LocationHeadquarters
- HQ city
- Norcross
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
IMG LIVE business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Licensing Royalties: IMG Licensing generates revenue by brokering licensing deals between brand owners and manufacturers/retailers, earning commissions or royalties on licensed consumer products sold globally.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
IMG LIVE product offering
Product offeringCore offering
IMG LIVE is an experiential marketing agency that designs and executes brand activations, live event experiences, sponsorship campaigns, and partnership programs for corporate clients across sports, entertainment, fashion, automotive, and gaming sectors. The agency leverages its integration within the WME Group ecosystem to connect brands with major sports rights holders, entertainment properties, and global talent for marketing activations.
Differentiator
Problem solved
Functional benefit
Products and services
- Experiential Marketing Design and execution of live brand experiences, event activations, and immersive consumer engagement programs for corporate brand clients.
Quantifiable outcome
- $17.3 billion in retail sales of licensed consumer products in 2024
Companies that use IMG LIVE
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
IMG LIVE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
IMG LIVE partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, flagship and minor.
- Andrews McMeel PublishingcoreLicensing agency facilitating collaboration between Sarah J. Maas's A Court of Thorns and Roses franchise and Andrews McMeel Publishing for 2027 calendar products in three formats.
- Louis Vuitton 38th America's CupflagshipExclusive global licensing agency appointment for America's Cup event, developing global licensing program spanning consumer products, publishing, collectibles, and memorabilia. First merchandise launching at Preliminary Regatta in Cagliari in May 2026, with main event in Naples, Italy in July 2027.
- UFCcoreIMG Licensing brokered partnership between UFC and FoodStory Brands to develop nutritionist-backed high-performance protein bar leveraging UFC Performance Institute's athlete nutrition expertise, targeting elite athletes and performance-minded consumers.
- FoodStory BrandscoreConsumer packaged goods scaling partner for UFC Performance Institute-backed protein bar development, with product launch planned for 2026.
- DITA-LancierminorCollaboration facilitation between DITA-Lancier and Maserati for LSA-333 limited-edition sunglasses collection merging Italian automotive design with DITA's optical expertise. Product features titanium construction, polarized Land lens technology, UVA/UVB protection, handmade in Japan.
- MaseratiminorLuxury automotive brand partnering with DITA-Lancier for LSA-333 limited-edition sunglasses collection at intersection of luxury fashion and automotive performance engineering.
- Pure KickminorPartnership with Xbox for Forza Fuel Energy limited-edition drink launch celebrating Forza Motorsport 20th anniversary, with availability across multiple retail channels in the United States.
- XboxminorGaming IP owner partnering with Pure Kick for 20th anniversary Forza Motorsport limited-edition energy drink licensing.
- San Diego Comic-Con (Málaga expansion)flagshipSan Diego Comic-Con's first international expansion to Málaga, Spain in September, facilitated by IMG Licensing as part of global licensing strategy.
- Harley-DavidsoncoreExclusive global licensing agreement with Harley-Davidson for consumer products and merchandise licensing.
- Museum of Modern ArtcoreExclusive global licensing agreement with MoMA for art-inspired consumer products and merchandise licensing.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
IMG LIVE competitors and assessment
Company assessmentDirect peers
- WHP Global: Licensing and brand management firm managing portfolios for major global brands (Toys R Us, Anne Klein, Joe's Jeans). Competes directly for the same rights-holder and retailer relationships in apparel, consumer products and collectibles.
- Global Icons: A long-standing independent licensing agency representing sports leagues, entertainment properties and corporate brands in consumer product categories. Direct competitor in the sports/entertainment brand licensing space.
- Momentum Worldwide: IPG-owned experiential advertising agency delivering brand activations, sponsorships and live events for global brands. Closest experiential-marketing competitor given IMG LIVE's experiential agency positioning.
- Jack Morton Worldwide: IPG-owned global brand experience agency producing live events, brand activations and experiential campaigns for enterprise clients. A benchmark experiential agency comparable in scale and category scope.
- Sparks: Experiential marketing agency specializing in brand activations, pop-ups and live events for Fortune 500 brands. Closely comparable on the experiential/experiential campaign execution side.
- CAA Global Brand Management: CAA's licensing arm represents major entertainment and sports IP for global consumer products, directly competing for the same rights holders and manufacturers that IMG LIVE serves.
- 160over90: Same WME Group ecosystem entity that operates the IMG LIVE experiential marketing offering; delivers cultural strategy, experiential, sponsorships and partnerships for the same brand-owner clients. Functionally the operational platform behind IMG LIVE.
- Beanstalk (Global Licensing): One of the largest independent brand licensing agencies globally, brokering deals between rights holders and manufacturers across sports, entertainment and consumer products. Closest head-to-head competitor for IMG LIVE's licensing and brand activation business.
- Octagon: Sports marketing and experiential agency managing sponsorships, athlete partnerships and fan events for major brands. Heavy overlap with IMG LIVE's sports-side activation work for properties like UFC and America's Cup.
Broad incumbents
- Authentic Brands Group: A large, diversified brand owner and licensor managing IP like Reebok, Forever 21 and Sports Illustrated. Sits on the brand-owner side but increasingly competes with licensing agencies for full-stack partnerships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
IMG LIVE social profiles
Digital presenceIMG LIVE financial estimates
Financial estimateRevenue estimate
Valuation estimate
IMG LIVE leadership team
Management profileNumber of profiles
Profiles3 records
IMG LIVE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IMG LIVE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IMG LIVE
What does IMG LIVE do?
IMG LIVE is an experiential marketing agency that designs and executes brand activations, live event experiences, sponsorship campaigns, and partnership programs for corporate clients across sports, entertainment, fashion, automotive, and gaming sectors. The agency leverages its integration within the WME Group ecosystem to connect brands with major sports rights holders, entertainment properties, and global talent for marketing activations.
Is IMG LIVE a public or private company?
IMG LIVE is a private company. It is classified as corporate owned and is currently operating.
When was IMG LIVE founded?
IMG LIVE was founded in 2000. It employs 101 to 250 people.
Where is IMG LIVE based?
IMG LIVE is headquartered in Norcross, United States, in the North America region.
How does IMG LIVE make money?
One revenue line is on record: licensing Royalties.
Who are IMG LIVE's main competitors?
Direct peers on record are WHP Global, Global Icons, Momentum Worldwide, Jack Morton Worldwide, Sparks, CAA Global Brand Management, 160over90, Beanstalk (Global Licensing) and Octagon. Authentic Brands Group is listed as a broad incumbent.
Does IMG LIVE have an API?
No public API is recorded for IMG LIVE.
What industry is IMG LIVE in?
IMG LIVE's product category is Experiential Marketing Services. Its primary akta.pro industry code is MPAAAAAO, Activation/Experiential Creative Agencies, with a secondary code of MPAGAHAD, Product Launches & Brand Activations (Experiential Marketing). Its NAICS code is 541810 and its SIC code is 7311.