MDR Brand Management has launched a global esports and interactive entertainment division,

NIVO Management, which is operating as a standalone business.

NIVO Management is currently working on three strategic platforms: representing professionals in contract negotiations; developing bespoke strategies to maximize brand opportunities, including sponsorship and endorsement deals; and providing holistic management support utilizing a network of specialist advisors – from nutritionists and performance

coaches to private client and legal expertise.

"As a management business, as opposed to a traditional agent, we put players

at the heart of our strategy,” says Daniel Avener, chief executive officer, MDR Brand Management. “By managing negotiations, unlocking brand potential and opening 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."

The business has been set up in response to the growing demand for player centric management that is transparent and free from conflicts of interest. NIVO represents players across a wide portfolio of games including “Valorant” and “Counter-Strike: Global Offensive,” who will have access to MDR Brand Management's global network of brands and commercial relationships. NIVO also consults for brands looking to enter the strategic esports market.

NIVO is headed by Tom Murray, a lawyer within the sports group and esports group at Mishcon de Reya, working closely with Avener.

NIVO has already signed several players, including Alex 'ALEX' McMeekin, a “Counter-Strike: Global Offensive” and “Valorant” player, and Alexandre 'xms' Forte, a French “Valorant” player who was most recently signed with Alliance.

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