HyperX lands naming rights to Las Vegas Esports Arena

Allied Esports has agreed a deal for HyperX, the gaming division of Kingston Technology Company, to take on naming rights to the Las Vegas Esports Arena.

Under the multi-year deal, the venue will be renamed as the HyperX Esports Arena Las Vegas. The arena is located at the Luxor Hotel and Casino and is the first dedicated esports venue on the Las Vegas Strip.

As part of the deal, a number of co-branded experiences and events will be organised, including unique opportunities with HyperX’s personalities, esports athletes and influencers; co-branded content and collateral in-venue, online and on social platforms; marketing, promotion and product activations and a prominent retail presence across Las Vegas.

Simon Temperley, Allied Esports chief revenue and marketing officer, said: “HyperX and Allied Esports share a strategy centred on a ‘We’re All Gamers’ mindset, and with this first-of-its-kind partnership, we can accelerate opportunities to engage fans and create influential content.

“This dynamic relationship is a direct result of Allied customers’ excitement to use the best gaming equipment on the market and HyperX’s belief in our vision for content creation.”

The deal builds upon an existing partnership between Allied Esports and HyperX, with the latter having earlier this year been named as the Official Peripheral and Arena Partner of the arena, equipping gamers with its headsets, keyboards, mice and mouse pads for tournaments, events and daily play. The arena opened in March 2018.