Alli adds to HyperX’s roster of sports stars

Tottenham Hotspur and England footballer Dele Alli has agreed an endorsement deal with HyperX, the gaming division of memory manufacturer Kingston Technology.

The two-year deal sees the 22-year-old midfielder join a portfolio of sports stars who have an interest in gaming as HyperX ambassadors.

The brand also holds deals with NBA basketball players in the shape of Boston Celtics’ Gordon Hayward, Philadelphia 76ers’ Joel Embiid and the Sacramento Kings’ De’Aaron Fox, as well as JuJu Smith-Schuster of the NFL American football league’s Pittsburgh Steelers.

Alli regularly streams to almost 120,000 followers on esports platform Twitch. Paul Leaman, vice-president of HyperX in the EMEA region, said: “HyperX has ambitious plans to become the go-to brand of choice for all gamers, regardless of platform.

“With Dele Alli already using our award-winning products on his stream, it was a natural fit for us to work together.”

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.