Putting the sport into sports betting

IMG Gaming was part of international sports marketing group IMG, focused on monetising the data from live sporting events.

The name IMG ‘Gaming’ had become somewhat misleading, and we were commissioned to help the business identify a new name to reflect the business’s positioning and support its purpose and vision.

We carried out extensive benchmarking and spoke with a wide range of internal and external stakeholders, absorbing their insights and ensuring that all internal stakeholders felt part of the exercise, in doing so creating ambassadors for the new brand. We also conducted an extensive peer review and thoroughly tested each brand development stage against a defined list of criteria.

IMG ARENA encapsulates the company’s role of taking sports fans inside the sporting theatres where the live action takes place, giving them a virtual ring side seat.

We have subsequently rolled the new brand out across all IMG ARENA’s collateral and communications channels including the website, film, product launch materials, exhibitions and trade shows.