Esports
Fifa furthers post-EA Sports era with Konami deal
Fifa has further signalled its intent to move on from its long-standing relationship with EA Sports by agreeing a partnership with the US video game developer’s Japanese rival.
Nascar ups esports interest with innovative Blast sponsorship
US motor-racing series Nascar has signed a commercial deal with esports tournament organiser Blast, a rare example of a traditional sports property sponsoring a gaming one
G Fuel sponsorship hands equity stake to FaZe Clan
The media rights subsidiary of Los Angeles-based esports organisation FaZe Clan has acquired an equity stake in the energy drink G Fuel as part of a long-term sponsorship agreement between G Fuel and FaZe Clan.
EXCLUSIVE: EA Sports poised to add Napoli, AS Roma to Serie A roster
EA Sports needs to agree deals with just four further teams to control the video game licensing rights to all 20 clubs in the Italian top flight.
Adidas returns to Saudi esports scene with World Cup sponsorship
Adidas has taken a significant sponsorship position at the inaugural edition of the Esports World Cup, taking place in Saudi Arabia next month
Brown swaps ECB for Blast as commercial director
Blast, the international esports tournament organiser, has appointed former England & Wales Cricket Board (ECB) commercial executive James Brown as its new commercial director
Riot Games promotes Mulhall to global esports role
Riot Games has promoted David Mulhall to a global role overseeing its entire esports sponsorship portfolio in recognition of his work building the commercial strategy for the Valorant Esports property.
G2 Esports appoints Logitech G’s Christiansson in leadership shift
G2 Esports, one of the few profitable teams in the gaming industry, has appointed former Logitech G and Dreamhack executive Henning Christiansson to be its new commercial director as it looks to move on from a period of upheaval.
In-game digital buys becoming key revenue stream for esports teams
A shift in the esports revenue distribution model away from prioritising sponsorship to focus more on in-game digital purchases is set to become the new norm, industry experts have predicted.
Sony becomes founding partner of Saudi-backed Esports World Cup
The Sony Group has announced a multi-year agreement to become a founding partner of the Saudi-backed Esports World Cup, which takes place this summer in the kingdom’s capital city, Riyadh.
Rollbit adds FaZe Clan esports sponsorship to expanding portfolio
Cryptocurrency casino Rollbit has signed a ‘multi-million dollar’ shirt sponsorship with Los Angeles-based esports organisation FaZe Clan in a deal focused outside the US.
Subway extension with Beckham-owned Guild Esports part of UK market push
Sandwich restaurant chain Subway is making the UK the focus of its shirt sponsorship deal with Guild Esports, the professional esports team co-owned by David Beckham, having recently launched a major advertising push in the market.
Sky Deutschland leverages OTT brand in Virtual Bundesliga sponsorship
Wow, the streaming platform of Sky Deutschland, is to give its name to the Virtual Bundesliga (VBL) under a new sponsorship agreement announced by the German Football League (DFL) this morning
The ONE Esports App – Samsung and ONE Esports
In January 2022, Southeast Asian esports organisation ONE Esports and smartphone manufacturer Samsung entered a long-term agreement with the intention of launching an esports app, exclusive to Samsung…
Andalusia claims sponsorship first with two-year Riot Games deal
The regional government of Andalusia claims it is the first tourist destination to sponsor a major global esports competition after giving its backing to events run by video game publisher Riot Games between…
‘Wembley is a physical embodiment of the mobile network’ | Matt Stevenson, EE
EE sponsors Wembley Stadium because it “big, bold and iconic” and allows the brand to “bring the network to life”. Ben Cronin speaks to the company's head of sponsorship, Matt Stevenson.
End of Fifa licensing deal allows Pepsi to supplant Coke in EA Sports FC
EA Sports’ decision not to renew its licensing agreement with world football’s governing body Fifa, has freed it up to commercialise its EA Sports FC football simulator game and enabled Pepsi to supplant its long-term rival Coke as the dominant brand on the platform.
#NoRoomForAbuse – Sky UK and Guild Esports
Guild Esports, the London Stock Exchange-listed esports organisation co-owned by David Beckham, launched the #NoRoomForAbuse campaign with its ‘Official Premier Partner’ Sky UK in May 2023, to raise awa…