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…

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…

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.

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.

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…

The Sportfive agency has agreed a deal with the Saudi Esports Federation (SEF) to provide strategic sales support and project management on a range of initiatives for the organisation

London Stock Market-listed esports organisation Guild Esports has signed a three-year sponsorship and merchandising deal with Danish sports brand Hummel

Esports company PGL has further extended its representation agreement with the IMG agency

UK-based esports brand Excel Esports has named banking group HSBC UK as the organisation's ‘Official Financial Services Partner and Financial Health Provider’.

The Sportfive agency has further enhanced its esports portfolio by agreeing an alliance with Spanish organisation Giants

The World Squash Federation (WSF) has closed a deal with the Virtual Sports Association and game design studio One Hamsa centred on the endorsement of virtual reality game Racket:Next

La Liga North America has announced a sponsorship deal with Panini America as the third edition of eLaLiga US Challenge begins

David Beckham co-owned esports organisation Guild Esports has launched a new in-house production and creative studio to provide bespoke campaigns for its sponsors, as well as independent brands and media…

London Stock Exchange-listed Guild Esports has reported record revenues of £4.5m ($5.5m/€5.1m) in its 2022 annual results, an increase of 137 per cent from 2021.

The non-alcoholic brand of Desperados has become the first beer sponsor of the League of Legends EMEA Championship (LEC) through a deal making it a national partner for the German market

Danish sportswear brand Hummel has signed as kit supplier for the French esports organisation Team Vitality, in a deal brokered for the club by the Sportfive agency

The Indian government has officially recognised esports as part of multi-sport events in a move that is set to open up investment and sponsorship opportunities for the sector

US video game developer, publisher and esports tournament organiser Riot Games is seeking to terminate its sponsorship deal with cryptocurrency exchange FTX, claiming its association with the collapsed…