Games

Latest Features

Manchester City’s first esports partnership, with US gaming accessories brand Turtle Beach, is worth about £200,000 ($264,000/€233,500) per season, SportBusiness Sponsorship has learned.

Italy’s top football league, Lega Serie A, ought to be on course for a decent increase in the value of its centrally-sold sponsorship rights from the €34m ($40m) it earned in 2017-18, having agreed deals this month for the Serie A title sponsorship, Official Ball Supplier and Official Video Gaming licensing rights for the next three seasons. 

Despite an anticipated 35-per-cent uplift in the value of its Champions League and Europa League commercial revenue from 2018-19 to 2020-21, two brands will pay less for their rights in the next cycle.

Switzerland-based online financial services company Swissquote recently renewed its global partnership with Premier League football club Manchester United

Video game company EA Sports continues to make licensing and marketing agreements with football’s leading rights-holders in order to grow the Fifa game franchise.

Newly-promoted English Premier League football club Aston Villa has named Asian betting and gaming company W88 as its new principal partner

Indian fantasy sports platform Dream11 has agreed a four-year partnership with Twenty20 cricket competition the Indian Premier League

Asus Republic of Gamers (ROG) has been named as the Official PC and Monitor Partner for all ‘ESL One powered by Intel’ events through 2019.

Latin American esports team Infinity Esports has signed a one-year partnership with gaming supplier Primus to provide the team with performance-enhancing technology during 2019

Features

Video game company EA Sports has extended its Global Sponsor agreement with LaLiga champions Real Madrid and made Cristiano Ronaldo the cover star of Fifa 18.

German banking group ING-DiBa has renewed as the main sponsor of Germany’s national basketball and national wheelchair basketball teams at roughly the same fee as the previous deal, despite the retirement of the brand’s long-term brand ambassador, Dirk Nowitzki, from international basketball at the start of this year.

Financial services company HSBC will aim to “bring cycling to every family in the UK” under its new main sponsor agreement with British Cycling, the brand’s first major deal outside of golf, rugby union and tennis.

Mobile phone manufacturer Vivo’s growing Chinese market share was key to its deal to become the Official Mobile Phone Partner of the NBA in China and replace domestic rival ZTE.

Fantasy sports brand DraftKings has signed a five-year deal to become a Signature Partner of the Madison Square Garden Company, the commercial rights-holder for the Madison Square Garden arena and its sports teams.

Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.

Gaming brand EA Sports is paying an increased fee for its Premier League sponsorship and licensing rights, under a new deal, signed in July.

Stephen Urquhart, president of the luxury watch brand Omega, provided Sports Sponsorship Insider with a great marketing insight when he said that the only sponsorship that clearly moved sales of its watches was Omega’s James Bond deal.