Esports

Football sponsorship agency SportQuake is launching a specialist esports sponsorship agency, Esportquake, to operate across the esports ecosystem

Finnish state-owned energy company Fortum’s sponsorship of the DreamHack Masters Stockholm 2018 introduced the brand to a new audience of 18-to-35-year-olds in Sweden and the Nordics.

KFC responded to its ageing customer base and a well-publicised supply problem incident by setting up its own Call of Duty tournament, open to millions of everyday gamers.

The Overwatch League has announced a multi-year partnership with Kellogg's, which will focus on co-marketing initiatives with the Michigan-based food manufacturing company's Cheez-It and Pringles products

Comcast-owned telco Xfinity has agreed a deal to become presenting sponsor of esports competition the Overwatch League’s 2019 season finale.

Payment services brand Mastercard has expanded its existing, global partnership with Riot Games for the League of Legends esports series

Kellogg’s-owned snack brand Pringles has signed its first partnership with a League of Legends esports property.

Japanese car brand Honda has signed as the exclusive automotive partner of League of Legends in North America

Women-first social networking and dating platform Bumble is getting into the esports industry by partnering with Gen.G in a deal which will create the global esports franchise's first all-women team, Gen

Ahead of the August 3 NBA 2K League Finals, the National Basketball Association's competitive esports competition announced that it had entered into a commercial partnership with Bud Light

Snickers has become the official chocolate bar of the NBA 2K League, the NBA's official esports competition. Financial terms were not disclosed

Malaysian telco Maxis Communications have signed a sponsorship deal with professional esports club Team Secret, currently the top Dota 2 team in the world

Chinese technology conglomerate Tencent Holdings earned $64m (€57.1m) from sponsorship deals related to its esports operations in the first half of 2019. according to reports.

Ligue 1 football club Paris Saint-Germain has signed a new esports partnership with Finnish video game developer Supercell

US sportswear brand Nike has signed its first kit deal with an esports team and its first esports sponsorship in Brazil, with local outfit Furia

Canadian telecommunications brand Bell Canada has signed a wide-ranging sponsorship and investment partnership with global esports organisation OverActive Media (OAM)

US esports organisation Team Liquid has signed a new shirt deal with superhero movie franchise Marvel, maker of the hugely popular Avengers series