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ELeague extends with marketing partners

ELeague, the esports organisation operated by US media company Turner and the IMG agency, has extended sponsorship deals with IT company Dell and its hardware subsidiary Alienware, as well as IT products manufacturer HyperX.

Dell and Alienware commenced their ELeague association in early 2017. Serving as the esports brand’s exclusive PC hardware provider, Dell and Alienware continue that partnership into 2018. Their hardware will power all of the action during ELeague competitions, including the ELeague Major: Boston.

“The partnership with ELeague will evolve our shared vision to deliver the best possible viewing experience for esports fans,” Bryan de Zayas, director of gaming for Dell and Alienware, said.

“Most recently, Alienware alongside Tobii has pioneered Getting Technical, a biometric-powered analytics tool specially tuned for ELeague that enables fans to track the eye movements of their favourite esports players, providing a better understanding of in-game behaviour and decision-making. As we look forward, esports fans can expect even more exciting things to come from our extended partnership with Turner Sports.”

HyperX, a dedicated supporter of esports for more than a decade, has been the official headset sponsor of ELeague since its inaugural 2016 season and also returns for 2018.

Additional marketing partners activating within live coverage and on-site during ELeague’s 2018 competitions include Boost Mobile, Kellogg's Cheez-It, Geico, and the US Air Force.