This week in esports: SAP, Kia Motors, Urijah Faber, Zalgiris Kaunus

13 April 2018


The last week has been a busy one in the world of esports, so allow us to round up the biggest and best stories for you.

With non-endemic sponsors such as SAP and Kia announcing partnerships, UFC Hall of Famer Urijah Faber entering the NBA 2K League, and a Lithuanian Basketball club forming multiple teams, there’s plenty for you to get caught up on.

SAP enters esports, sponsors Team Liquid

SAP has become the official innovation partner of Team Liquid in a three-year deal. The Germany company will co-develop software based on in-game data with the European esports organisation.

This partnership marks SAP’s first involvement in esports, though it has a storied history in traditional sports: working with the likes of City Group, Bayern Munich, NBA, McLaren, NHL, among others.

Read the full article here.

Counter Logic Gaming adds Kia as partner for Rocket League team

Counter Logic Gaming KIA

Counter Logic Gaming has added Kia as one of its few partners, specifically for its Rocket League team. As well as creating an original series called ’20 Questions w/ CLG Rocket League’, Kia will present a special episode of ‘ROADS’ with Chris “Dappur” Mendoza.

Kia sponsored the FIFA Interactive World Cup Grand Final in 2018, but this partnership is its first permanent venture into esports. Kia will be known as the official automotive partner of the organisation.

Read the full article here.

Kings Guard Gaming hires MMA fighter, Urijah Faber

Urijah Faber and John Rinehart
Urijah Faber and John Rinehart

Kings Guard Gaming has added another figure from the sports industry to its ranks: this time hiring UFC Hall of Famer as its Director of Mental Performance and Human Optimization.

The team, which is Sacramento Kings’ NBA 2K League franchise, believes that Faber’s “expertise in preparation, mental toughness, and physical fitness make him a perfect fit”. Kings Guard Gaming will host a training camp for its players, allowing them access to an esports training facility and content studio.

Read the full article here.

Lithuanian Basketball club Zalgiris Kaunus enters esports

Zalgiris Esports

Zalgiris Kaunus, a Lithuanian Basketball club, is set to branch out into esports by competing in Counter-Strike: Global Offensive, Hearthstone, and League of Legends.

The club has partnered with Gameplay DNA and Baltic Elite to create Zalgiris Esports. Goals for the division are simple to establish, but hard to achieve: it wants to win both InfoShow and GameOn 2018.

Read the full article here.