The move will see both agencies become a part of WME | IMG’s global partnerships group, where team members will work with brands such as Anheuser Busch InBev, The Coca-Cola Company, DirecTV, Marriott and Purina.
The global partnerships group is responsible for developing brand strategies and activations for clients, sponsorships and endorsements, research and insights, creative and design, public relations and digital content.
The acquired companies’ more than 200 employees will be jointly run by Fusion’s Bill Decker and IMG Live’s Bryan Icenhower, both of whom previously led their respective agencies.
They will report into Greg D’Alba, president, global partnerships at WME | IMG, meanwhile Lee Heffernan, CEO and co-Founder of IMG Live, will be retiring.
Fusion Marketing specialises in large-scale productions for events, as well as social and digital activations and retail integrations. Meanwhile, IMG Live brings brands’ sporting, entertainment and lifestyle sponsorships to life.
D’Alba said: "Fusion Marketing and IMG Live are key players in the experiential events space because they understand the importance of connecting with consumers on a personal level.
"Their ability to help leading brands engage with fans and consumers in an honest, authentic way makes them the perfect addition to our portfolio."
Decker added: "As part of the WME | IMG family, we’re excited to continue delivering the world-class services and solutions our clients have grown to expect. We will now have a much wider array of offerings to better serve our clients. This is truly a landmark day for our collective team."
"IMG Live has enjoyed the very close working relationship we’ve developed over the years with WME | IMG," said Icenhower. "We are excited to play an even larger role and provide our clients with greater access to their unique offerings moving forward."
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