Gfinity and MediaCom form strategic partnership

30 January 2017


Gfinity Plc has announced a strategic partnership with MediaCom Sport & Entertainment, a division of MediaCom, a major global media agency. 

Neville Upton, Gfinity

The aim of this partnership is to identify and develop innovative partnership opportunities for potential sponsors within the esports environment. MediaCom’s statement mentioned that it believes the UK firm will become the world’s leading esports producer and operator. 

This partnership follows on from the announcement in November about the Gfinity Elite Series, which is ‘designed to create the largest and most competitive esports platform in the UK, attracting players from amateur level through to elite and professional status’.

The partnership with MediaCom is expected to enable Gfinity to maximise the commercial value of its assets and attract a wider range of partners.

Neville Upton, Chief Executive of Gfinity, said: “Our ambition is to develop a world class esports competition that provides an unparalleled experience for competitors, partners, and fans. Partnering with MediaCom Sport & Entertainment at the launch of the Elite Series will ensure that we create the most attractive and engaging environment for partners, many of whom are eager to get involved with the sport.

“Our colleagues at MediaCom work alongside some of the world’s biggest brands and have a unique understanding of how esports can offer an environment in which to engage with millions of their core consumers.”

MediaCom advises a number of blue-chip clients, including American Airlines, Sony, Allianz, Indeed and Škoda on how to best optimise their sporting and entertainment investments. 

Misha Sher, MediaCom Head of Sport & Entertainment, commented: “Esports is one of the fastest growing sports in the world, especially with the much sought-after millennial audience. Gfinity has been one of the early trend setters in the sport and the Elite and Challenger Series have the foundations to become the biggest competitions in the world.

“As an agency that has always been at the forefront of trends and innovation, it’s a privilege for us to partner with Gfinity who we believe will be the world’s leading esports producer and operator.”

Esports Insider says: Gfinity has already signed some partnerships with established brands including Gillette and this should further strengthen the London based firm as it looks ahead to make tracks with its Elite series and other endeavours this year.