Esports

Electronic Arts, the parent company of video game developer EA Sports, has agreed a long-term extension to its licensing deal with FIFPro, the global union of professional football players, as it continues…

French esports team Solary has signed confectionery brand Lutti as a sponsor in a deal brokered by the Sportfive agency

Japan-based marketing group Dentsu has created an agency sub-brand Dentsu Gaming to help better serve brands targeting sponsorship and engagement opportunities within the gaming space

Global esports brand Fnatic has signed a new deal with Asos, marking the online fashion retailer's entry into the esports market as the organisation's official retail fashion partner, with the brand also…

The Sportfive agency has teamed up with video game developer Ubisoft to develop an in-game integration of a Hamilton watch as part of the soon-to-be-released Far Cry 6 title

In March 2021, Burger King sponsored the Spanish release of the official NBA game – NBA2K21 – through an in-game campaign that challenged players to win free items by making shots on the virtual court.

Thai petroleum and energy conglomerate Bangchak has signed up as the first major sponsor of PSG Esports ROV, an esports team linked to French Ligue 1 football club Paris Saint-Germain

Fnatic, the London-based esports organisation, has struck a five-year deal worth more than $15m (€12.8m) with cryptocurrency exchange Crypto.com. The deal names Crypto.c

The Sportfive agency has been appointed as the exclusive commercial representative for video game developer Riot Games for its localised feeds across Southeast Asia

E-commerce giant Amazon has become the first naming rights sponsor of the European Masters, the League of Legends esports tournaments between the best teams from Europe’s regional leagues.

Australian motor racing esports series Supercars Eseries has agreed a raft of sponsorships deals ahead of the latest championship which kicks off this week

The Global Esports Federation and the Singapore Esports Association (SGEA) have established the Global Esports Games Organising Committee that will work closely with the IMG agency, as the city gears up…

Game publisher Riot Games has signed its biggest-ever sponsorship agreement for an esports league with cryptocurrency exchange FTX

Wolverhampton Wanderers has agreed a wide-ranging tie-up with Evil Geniuses through which the English Premier League football club’s owner, Chinese conglomerate Fosun, has acquired a minority stake in t…

Technology wellness company Therabody has signed as the ‘Official Recovery Partner’ of competitive esports team NRG and its Overwatch team the San Francisco Shock.

Esports tournament organiser ESL Gaming has agreed a sponsorship deal with cryptocurrency company Coinbase

Energy drinks brand Monster Energy has agreed a deal to sponsor esports event organiser ESL Gaming