London’s MDR Brand Management has launched a new global esports and interactive entertainment arm under the banner NIVO Management.

The standalone business will focus on player representation, as well as offer consultation to brands looking to move into the esports space. It will be headed up by Tom Murray, an Associate within the Sports Group and Esports Group at the UK law firm, Mishcon de Reya.

Murray will work closely with MDR Brand Management CEO, Daniel Avener, while NIVO clients will have access to MDR Brand Management’s global network of brands and commercial relationships.

“We are excited to build on our success in advising leading esports professionals on their legal affairs with the launch of NIVO,” said Murray. 

“Players have made it clear to us that they want their careers and commercial opportunities to be managed with the same professionalism and integrity as we approach our brand management and legal practices. We are here to deliver that.”

The new esports and interactive entertainment business will be comprised of three strategic platforms: contract negotiations, bespoke strategies to maximise brand opportunities including sponsorship and endorsement deals, and providing ‘holistic management support.’

MDR Brand Management’s Avener, said: “By managing negotiations, unlocking brand potential and opening up our global network of specialist advisors and brands, we enable players and talent to focus on what they do best.

“The launch of NIVO as a standalone division marks an important investment for MDR Brand Management in the rapidly expanding esports and interactive entertainment sector, and builds on our sustained growth over the past three years.”

MDR Brand Management currently operates in 25 locations globally and boasts recent brand partnerships for the likes of Eve Sleep, Revlon, and Paul Frank via Futurity Brands.