Esports
LEC upgrades KitKat to main sponsor in Sportfive-brokered deal
The League of Legends European Championship (LEC) has expanded its association with Nestlé’s global confectionery brand KitKat in a deal brokered by Sportfive.
IMG and Epic Games bring 23 football clubs into Fortnite
The IMG agency has worked with Epic Games to enable 23 football clubs to appear in the publisher’s popular Fortnite title.
DreamHack Sports Games recruits Steedman as chief commercial officer
DreamHack Sports Games, the company that creates esports leagues and tournaments for traditional sports leagues and properties, has recruited Scott Steedman as its chief commercial officer
Aldi France signs three inaugural esports deals in France, Lidl enters esports in Germany
Supermarket chain Aldi has taken its first steps into the esports market in France through 'official partner' deals with esports organisations Team Vitality and Solary, as well as the French League of…
Adidas takes further step into gaming sector with G2 Esports
Esports organisation G2 Esports has signed an agreement with global sportswear manufacturer Adidas
HyperX extends naming rights deal for the Esports Arena Las Vegas
Gaming technology brand HyperX has extended its exclusive naming rights agreement for the HyperX Esports Arena Las Vegas located on the Las Vegas strip
Le Coq Sportif steps into esports market with GameWard
French sportswear brand Le Coq Sportif has made its first step into the esports market by acquiring the kit supply rights at French esports club GameWard
Solary signs aperitif brand Justin Bridou in Sportfive-brokered deal
French esports team Solary has added aperitif brand Justin Bridou as a sponsor
Dutch eDivisie bolsters sponsorship portfolio with return of KPN
Dutch esports league, the eDivisie, has revived its sponsorship association with telco KPN, returning as an official partner of the Netherlands' official FIFA league
eDivisie adds H&M to sponsorship portfolio
Netherlands-based esports league, the eDivisie, has signed up multinational clothes retailer H&M as a sponsor
Carriage of eSportsONE among Proximus’ slew of esports deals
Belgian pay-television broadcaster and telecoms operator Proximus has further enhanced its esports commitment through a carriage deal for the new eSportsONE channel, plus a series of other agreements
Fnatic signs Lavazza as brand makes first foray into esports
Esports organisation Fnatic has signed up Italian coffee brand Lavazza to its sponsorship portfolio.
The London-based Fnatic will collaborate with Lavazza on a marketing campaign named 'Icons of Italy'
Mondelēz-owned Stimorol brand to sponsor Blast Premier esports event
Mondelēz International-owned chewing gum brand Stimorol will sponsor the Blast Premier esports tournament’s Fall Final competition in December.
Epic Games, Disney expand relationship to offer Fortnite players free Disney+ subscription
US video game and software developer Epic Games is expanding its relationship with the Walt Disney Co
Round-Up: Lanka Premier League pushed back, State of Origin TV flop, China’s colossal esports market, and more
The Lanka Premier League will start five days later from November 27 to December 17 and will only be played at the Mahinda Rajapaksa International Stadium in Hambantota
Infront ramps up esports activities with Freaks 4U Gaming venture
The Infront agency has teamed up with esports agency Freaks 4U Gaming to launch a new platform in the German-speaking markets of Germany, Austria and Switzerland dedicated to gaming title Valorant
Sportfive named exclusive commercial rights partner to Team SMG
Esports organisation Team SMG has appointed Sportfive as its exclusive sponsorship agency
IBM makes esports entry with Overwatch League
Global technology company IBM has signed a wide-ranging agreement with the Overwatch League, with the deal including presenting partner rights to the esports competition’s ongoing Grand Finals.