Esports

Gaming products manufacturer HyperX has entered into a partnership with the NBA basketball league’s new esports competition, the NBA 2K League.

Esports organisation ESL has agreed a new international partnership with telco Vodafone.

PlayStation, the video game brand of Japanese consumer electronics company Sony, has been named as the presenting sponsor of the inaugural eMLS Cup, the new esports competition for North America’s Major League Soccer.

The NBA basketball league’s new esports competition, the NBA 2K League, has agreed partnerships with US technology companies Dell and Intel.

Drinks brand Monster Energy has extended its partnership with DreamHack, an organisation that runs a series of professional esports events.

Esports organisation ESL has struck a new partnership with telco Vodafone and expanded a deal with online bookmaker Betway.

The Overwatch League esports competition has signed sponsorship deals with telco T-Mobile and confectionary brand Sour Patch Kids.

Payment services provider paysafecard has stepped up its backing of ESL by becoming a global partner of the esports organisation.

ELeague, the esports organisation operated by US media company Turner and the IMG agency, has extended sponsorship deals with IT company Dell and its hardware subsidiary Alienware, as well as IT products manufacturer HyperX.

Japanese automotive manufacturer Toyota has partnered with the Overwatch League esports competition

Esports organisation ESL has agreed a deal for US technology company Intel to serve as the title sponsor of its ESL Premiership UK-based competition for the 2018 season.

Esports media and software business Esports Mogul has agreed a deal to become an official partner of the Vainglory 2017 World Championship esports event.

US wireless communications brand Boost Mobile has entered into a partnership with the ELeague esports organisation.

André Fläckel, esports director, Lagardère Sports Germany, believes that brands and agencies need to prepare for the next stage in the commercial development of esports.

US technology companies HP and Intel have reached agreements with Blizzard Entertainment, a division of US video game developer Activision Blizzard, to sponsor the new Overwatch League esports competition.

The ESL esports competition operator has signed a partnership with German automotive manufacturer Mercedes-Benz.