Esports
Razer gaming chair brand joins Knicks Gaming roster
Hardware producer and lifestyle brand Razer has been named the official gaming chair partner of Knicks Gaming, the NBA 2K League franchise of Madison Square Garden Sports.
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ONE Esports and HSBC announce partnership
ONE Esports, the esports venture of Asian mixed martial arts promotion ONE Championship, has announced a new partnership with HSBC
Sportfive named global commercial sales agency of Misfits Gaming Group
The Sportfive agency has further deepened its involvement in the esports sector through a deal to become the exclusive global commercial sales agency of the US-based Misfits Gaming Group
IMG retains PGL media rights role, named exclusive sponsorship agency
Esports tournament organiser PGL has extended and expanded its agreement with the IMG agency
Infront secures renewals for eSerie A ahead of 2022 season
Italy’s Lega Serie A has signed a renewed deal with snack bar brand Be-Kind which covers sponsorship of its esports league.
Sportfive unveils collaboration with esports player representation agency
The Sportfive agency has expanded its esports presence by entering into a strategic collaboration with Los Angeles-based gaming agency Bad Moon Talent
Nielsen and Fnatic study shows growing value of esports sponsorships
A new Nielsen Sports & Entertainment study demonstrates the rapidly improving value of esports sponsorships, claiming top level ROI for sponsors has more than doubled in the past two years.
Riot Games signs LEC sponsors, Immortals sell title rights to Progressive Insurance
Riot Games has renewed its sponsorship agreements with Red Bull, Warner Music and furniture company Secretlab for the 2022 League of Legends European Championship (LEC) season
ONE Esports and Samsung announce long-term partnership
ONE Esports, the esports venture of Asian mixed martial arts promotion ONE Championship, has announced a long-term partnership with electronics multinational Samsung
Guild Esports signs up Bitstamp in £4.5m three-year deal
David Beckham co-owned esports organisation Guild Esports has signed up cryptocurrency exchange Bitstamp as a sponsor
Parimatch extends Team Spirit shirt deal, L’Oréal Men Expert signs with Fnatic
Betting operator Parimatch has renewed its main shirt sponsorship with Russian esports organisation Team Spirit through 2022, with an option to extend at least until 2024
Sportfive adds China-based NetEase Games to esports portfolio
Chinese video game developer and publisher NetEase Games has appointed sports marketing agency Sportfive as its global business partner
Tezos-Team Vitality ink ‘one of the biggest’ sponsorship deals in European esports
Blockchain company Tezos has agreed a major three-year ‘Main Technical Partner’ deal with the French esports organisation Team Vitality, from 2022 to 2024.
Sportfive adds Immortals sales role to growing esports portfolio
US-based esports organisation Immortals has appointed the Sportfive agency as its exclusive global commercial sales agency
OL Groupe secures LDLC naming rights deal for new arena
OL Groupe, the owners of French football club Olympique Lyonnais, has signed an arena naming rights agreement with technology retailer LDLC
American Express extends PSG deal, backs esports team
Payment services giant American Express has renewed its sponsorship of Paris Saint-Germain, with the new deal to incorporate the French Ligue 1 club’s esports team.
Sportfive to create US-focused esports unit
Global agency to develop American team to service growing sector
DRL extends run of dealmaking with Nacon pact
Drone racing property partners with French gaming products maker