The new division will provide partners and rights holders with access to a specialist sales force, it is claimed, which will be headed up by Eike Gyllensvärd, one of the most senior figures at the international sports marketing agency, as executive vice-president of global esports partnerships. 

Sportfive, formerly known as Lagardère Sports, claims to be the world's leading football agency and has previously worked with the International Olympic Committee on selling television rights. 

Moritz Altmann has been named vice-president of global esports to oversee business development, marketing and rights holder operations for competitive gaming. 

He will be supported by Thomas Ottl, who will be dually responsible for global operations on the rights holder side, as well as the agency’s longstanding collaboration with Riot Games, including sponsorship sales for the League of Legends European Championship.

Sportfive revealed it also plans to extend its existing esports consulting and activations capabilities as part of the move.

The agency initially launched an esports department in Germany in 2016 and claimed the decision to expand that operation came as a result of the company’s increased focus on "dedicated global growth areas" following a recent restructuring.

Sportfive revealed the motivation to launch the new unit was as a result of esports' "considerable market size", which they claim surpasses many traditional sports "in terms of both revenue and viewership".

"I am excited to see that our decision to invest into esports in 2016 was the beginning of a capability and service offering of Sportfive that now reaches the next milestone," Robert Müller von Vultejus, Sportfive’s chief growth officer, said.

"The appointment of Eike Gyllensvärd, who is one of our longstanding executives in sales and the driving force behind our strategic account management efforts in traditional sports, outlines our commitment and vision for the future of Sportfive.

"Being able to announce Eike as executive vice president global esports partnerships is one of the strongest statements we can show to the market. 

"I am confident that with Eike Gyllensvärd and Moritz Altmann we appointed the perfect mix of extensive partnership sales experience and profound esports knowledge to spearhead our endeavors to further establish Sportfive as a leading agency in esports."