Esports
Sportfive secures first LEC beer sponsor with Desperados deal
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
Hummel replaces Adidas as Team Vitality kit supplier
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
Multi-sport recognition in India ‘paves way for esports sponsorships’
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
Riot Games seeking termination of FTX deal
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…
eSports Doomsday – Erste Group and League of Legends European Championship
To activate its partnership of the 2021 League Of Legends European Championship, Erste Bank built an integrated, digital-first activation programme based around driving debate and conversation on the classic…
TSM suspends partnership with FTX
United States-based global gaming and entertainment company TSM is suspending its 10-year naming rights deal with FTX after the cryptocurrency exchange filed for bankruptcy
Sportfive signs exclusive sponsorship sales deal with Brazil’s Pain Gaming
Sportfive has been awarded an exclusive mandate to sell sponsorship packages for Pain Gaming, the Brazilian esports team
Blast Premier taps CSM as sales agency of record
CSM Sport & Entertainment has been appointed as the sales agency of record for the Blast Premier esports tournament series
Sportfive adds Gen.G to esports representation roster
The Sportfive agency has added to its esports representation portfolio by agreeing a multi-year strategic alliance with the Gen.G organisation
Mastercard extends backing of Riot Games
Payment services provider Mastercard has renewed its sponsorship deal with video game developer Riot Games
Sky ventures into esports sponsorship with record Guild deal
UK-based esports organisation Guild Esports has signed a record sponsorship deal with Sky, marking the European media and entertainment group’s first such agreement.
Hyperice joins Guild Esports roster
Recovery technology company Hyperice has signed a one-year ‘Official Wellness Technology Partner’ deal with Guild Esports.
Guild Esports signs Coca-Cola to global deal in European esports first
Guild Esports, the David Beckham-backed esports organisation, has become the first European esports team to sign a global sponsorship deal with The Coca-Cola Company
Sportfive adds Singapore-based Ampverse to esports portfolio
Asian esports and Web3 organisation Ampverse has appointed the Sportfive agency as its exclusive global commercial representative
Blast Premier names four sponsors ahead of Spring Final
Esports competition Blast Premier has signed sponsorship deals with gaming PC brand Omen, Magnum ice cream, lifestyle brand Moche and business service provider Teleperformance ahead of this week's Spring…
Santander makes esports entrance with League of Legends sponsorship
Banco Santander has signed a contract to become a main sponsor of Riot Games’ League of Legends tournaments in Europe and Latin America.
Saudi Arabia to stage two-month esports festival
Saudi Arabia is to stage a two-month gaming festival, which will include esports tournaments with a $15m (€14m) prize pool and performances from international artists, the Saudi Esports Federation has a…
NYXL names Sportfive as commercial sales agency
New York-based esports organisation NYXL has appointed Sportfive as its exclusive worldwide commercial sales agency