Esports
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
CAA Sports to represent T1 esports team
South Korea-based esports team T1 Entertainment & Sports has appointed CAA Sports, the Los Angeles-based international marketing agency, as its exclusive sponsorship and endorsement representative
Sportfive renews Fnatic sales deal, teams up with Alfa Romeo on LVP sponsorship
The Sportfive agency has strengthened its relationship with Fnatic by becoming the official sales agency for the London-based esports organisation on future global partnerships
Global Esports Federation appoints IMG to strategic and commercial role
The Global Esports Federation has appointed the IMG sports and entertainment agency as a commercial consultant ahead of the Commonwealth Esports Championships in Birmingham later this year
Just Eat agrees Excel Esports sponsorship deal
Food delivery platform Just Eat has agreed a deal with British esports outfit Excel Esports
ESL Gaming renewal positions esports among Monster Energy’s top-dollar sponsorships
Monster Energy’s deal with esports events organiser ESL Gaming last month immediately becomes one of the biggest in the energy drink brand’s sponsorship portfolio.
EA Sports appoints ONE Esports to organise 2022 EACC events in Southeast Asia
EA Sports has appointed ONE Esports, the esports division of Asian mixed martial arts promotion ONE Championship, to organise its 2022 EA Sports Champions Cup (EACC) events that begin next month
LaLiga to hold esports tournament in India sponsored by Hero Vired
LaLiga is to stage an esports tournament in India next month, the Spanish football league has announced.
The eLaLiga Trophy will be held virtually across India from April 9 to 26
Fnatic appoints ex-Premier League and Zwift executive Edmondson as CCO
Global esports organisation Fnatic has hired former Premier League and Zwift executive Craig Edmondson to be its chief commercial officer
Monster Energy builds on ESL Gaming platform
Monster Energy has signed an extension and expansion of its sponsorship agreement with the ESL Gaming esports organisation