IMG LIVE

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.

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

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

• Experiential marketing
• Brand activation
• Sponsorship marketing
• Partnership marketing
• Event marketing

Headquarters

HQ city

Norcross

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. 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

Core 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

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• Andrews McMeel PublishingcoreChannel Partner/ Reseller/ Distributor · 28 July 2026Licensing 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 CupflagshipOEM/ Whitelabel/ Licensing Partner · 1 January 2026Exclusive 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.
• UFCcoreStrategic or Co-development Partner · 1 January 2026IMG 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 BrandscoreChannel Partner/ Reseller/ Distributor · 1 January 2026Consumer packaged goods scaling partner for UFC Performance Institute-backed protein bar development, with product launch planned for 2026.
• DITA-LancierminorStrategic or Co-development Partner · 1 January 2026Collaboration 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.
• MaseratiminorStrategic or Co-development Partner · 1 January 2026Luxury automotive brand partnering with DITA-Lancier for LSA-333 limited-edition sunglasses collection at intersection of luxury fashion and automotive performance engineering.
• Pure KickminorChannel Partner/ Reseller/ Distributor · 1 January 2026Partnership 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.
• XboxminorOEM/ Whitelabel/ Licensing Partner · 1 January 2026Gaming IP owner partnering with Pure Kick for 20th anniversary Forza Motorsport limited-edition energy drink licensing.
• San Diego Comic-Con (Málaga expansion)flagshipStrategic or Co-development Partner · 1 September 2025San Diego Comic-Con's first international expansion to Málaga, Spain in September, facilitated by IMG Licensing as part of global licensing strategy.
• Harley-DavidsoncoreOEM/ Whitelabel/ Licensing Partner · 1 January 2025Exclusive global licensing agreement with Harley-Davidson for consumer products and merchandise licensing.
• Museum of Modern ArtcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2025Exclusive global licensing agreement with MoMA for art-inspired consumer products and merchandise licensing.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Xx.com/imglive
• LinkedInlinkedin.com/company/img-live-llc
• Instagraminstagram.com/160over90
• Facebookfacebook.com/imglive

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IMG LIVE