The IMG agency has acquired a minority stake in Sports New Media, a London-based company that manages and moderates social media accounts on behalf of sporting clients.
The percentage acquired by IMG and the value of the stake were not disclosed.
Sports New Media’s accounts reach more than 100 million followers worldwide, and the company also operates the Give Me Football fan-focused website.
Ben Nicholas, senior vice-president of digital media at the IMG Media division, said: “Sports New Media is a critical component of IMG’s digital strategy. We think that Sports New Media’s unique, proven approach to social media optimisation will provide an attractive solution to our clients and partners.”
Sports New Media founder Jae Chalfin added: “IMG has access to many of the world’s highest profile athletes, celebrities, events and sports organisations. We expect that Sports New Media will be able to enhance many of those relationships.”