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ELeague levels up with first sponsors

The ELeague esports competition has entered into partnerships with sandwich restaurant chain Arby’s, financial services company Credit Karma and casual dining restaurant and sports bar franchise Buffalo Wild Wings.

Arby’s has been named the new league’s official quick service restaurant partner, Credit Karma has been assigned the role of official finance partner, and Buffalo Wild Wings will serve as the official casual dining partner. Each company has agreed two-year deals with the ELeague, the inaugural season of which begins on May 24.

The league, which is a joint venture between US cable-television broadcaster Turner Broadcasting System and the WME-IMG agency, will feature tournaments in first-person shooter game Counter-Strike: Global Offensive.

Arby’s, Credit Karma and Buffalo Wild Wings will receive customised brand exposure across TBS’s broadcasts of ELeague matches, and on the competition’s digital platforms.

“ELeague presents our partners with an incredibly attractive environment to showcase their messaging to a highly-engaged, dedicated millennial fan base,” Seth Ladetsky, senior vice-president of Turner Ad Sales, said. “The combination of these brands, and additional soon-to-be-announced partners, underscores the value of our esports coverage."

Rob Lynch, chief marketing officer and brand president of Arby’s, added: “We’ve learned through connecting with our guests in social media that gaming resonates with them. We’re looking to foster a deeper connection in the esports community by creating content for ELeague geared specifically for the diehard fans tuning in.”

ELeague will consist of a total of 24 teams during its debut season, which will span 10 weeks, including a six-week regular season and culminating with the playoffs and global championship to be held on July 30.