Telco Telia has entered into a wide-ranging agreement with Norwegian esports company Good Game through which it will become title sponsor of the domestic esports league.
The league, which will now become the Telialigaen, is said to be the largest national esports league in Europe, with more than 4,000 players competing across six divisions and more than 10,000 matches per season.
Under the long-term deal, Telia, which has already established its own esports company in Finland, will build on ambitions to play a central role in the Nordic esports sector over the coming years.
Camilla Forberg, head of strategic brand and marketing at Telia Norge, said: “Esports is seeing explosive growth and fits well with what is at the heart of what we offer: lightning fast broadband and world-class mobile networks. We will use the learning and insight we get from this target group to launch new digital experiences.”
She added: “For us in Telia, this initiative is about something more than just new technology and new ideas. One of the most important things we do for the future is to care for children and young people and to engage in the arenas they participate in.
“One-third of the world’s internet users are children and young people, many of whom are involved in games in different ways. It is our responsibility to help parents better understand and support their children in responsible online gaming by sharing our insights about young people and their online activities.”
The Telia deal comes after Good Game entered into cooperation agreements with Norsk Tipping, VG and Norsk Toppfotball earlier this year. Good Game’s owner, Harald Strømme, said: “There are a number of prejudices to be fought. Esport at the elite level requires rigorous training, both physically and mentally.
“The best teams have their own coaches, diet experts and physiotherapists. At the top level, esports practitioners have a responsiveness at the height of top-trained fighter pilots, and are fighting hour-long matches under what I will mention are very demanding conditions. This is undoubtedly the top sport of the future.”