Comcast enters esports market with ESL, Evil Geniuses deals

The Xfinity brand of US media company Comcast has agreed sponsorship deals with esports organisations ESL and Evil Geniuses.

The deals, the lengths of which were not disclosed, will grant Xfinity brand exposure at esports tournaments and events, and through television broadcasts of competitions.

Evil Geniuses’ training facilities in California and Illinois will be fitted with Xfinity’s Gigabit Pro internet service and Xfinity 1, its showpiece video product. The brand’s logo will also feature on team jerseys, social media channels and live streams, and during player appearances.

As part of its deal with ESL, Xfinity received advertising exposure at yesterday’s (Thursday’s) Halo Championship Series: Pro League Season 1 event. The brand will also have a presence at this weekend’s Heroes of the Storm Live Finals in Los Angeles and at a number of other upcoming ESL events.

“The internet is core to every gamer, and Xfinity offers players the fastest internet speeds in America while giving fans a platform to enjoy esports content on any device,” ESL North America’s chief executive Craig Levine said. “In working closely with Comcast, the esports tournament viewing experience will continue to evolve as we enable fans to get closer to the sport by sharing more information about their favourite players and teams through their products and services.”