HomeNewsNewsFinancial Services - InsuranceEsportsNorth America

State Farm inks multi-year partnership with Overwatch League

US financial firm State Farm has inked a new partnership with the Overwatch League, arguably the biggest property in esports.

Under the multi-year deal, State Farm will become the league’s Official North American Insurance Partner.

The Overwatch League unveiled the partnership, which is limited to North America, on the first day of the 2019 season on February 14.

State Farm had on-screen branding throughout the opening broadcast, but its full inventory of rights is yet to be confirmed.

Blizzard Entertainment, which owns the Overwatch League, also announced partnerships with Intel, T-Mobile, Toyota and Coca-Cola ahead of the season launch.

Read this: Intel, ESL expand global partnership, launch $100m esports investment plan

According to the Esports Observer, the Overwatch League has more non-endemic sponsors than any other esports property.

State Farm also sponsors the NBA 2K esports basketball league, and is the naming rights partner of the League of Legends Championship Series analyst desk.

Most recent

French multinational insurance brand AXA will pay about £12m ($15.3m/€13.6m) per year as the new training kit partner of Premier League club Liverpool, SportBusiness Sponsorship has learned.

Barclays bank will pay between £4m ($5.2m/€4.6m) and £4.5m per season as the first title sponsor of the FA Women’s Super League, SportBusiness Sponsorship has learned. T

Chinese smartphone brand Oppo will pay between £8m (€9.26m/$10.3m) and £9m per year to partner with the Wimbledon tennis championships, according to industry sources.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.