UK eSports company Gfinity has signed a partnership agreement with media group News UK.
Under the two-year deal, covering 2015 and 2016, News UK’s Sun newspaper will become an official partner of the Gfinity Championship Series and the UK Championship Series.
News UK will benefit from a range of rights including broadcast advertising, in-game branding, digital advertising, venue branding, content, and direct marketing. Readers of the Sun will get priority access to tickets and exclusive access to feature footage and interviews from Gfinity events.
Both parties will collaborate on the development of an e-commerce platform, through which they intend to sell electronic sports related merchandise.
Neville Upton, co-founder and chief executive of Gfinity, said: “This is not a simple sponsorship agreement but a strategic partnership that will enable both parties to improve, develop and grow the UK’s evolving eSports sector.”
The Gfinity Championships run annually from March to September at the Gfinity Arena – the UK’s only dedicated eSports arena at the Vue Fulham Broadway cinema.