Allied Esports and HyperX expand naming rights deal into Europe

Esports entertainment company Allied Esports has expanded the deal it has with HyperX to give it the naming rights to two European properties.

It was only last December when HyperX initially expanded the partnership to acquire the naming rights to Esports Arena Drive, which is now known as the HyperX Esports Truck.

Allied Esports HyperX Big Betty
Image credit: Allied Esports & HyperX

HyperX has added Big Betty – a mobile arena based in Europe that hosts competitions and fan experiences – to its HyperX Esports Truck brand. Allied Esports’ production and broadcast facility in Hamburg, Germany has also been renamed as the HyperX Studio.

Simon Temperley, Chief Revenue and Marketing Officer of Allied Esports discussed the expansion in a press release: “We are thrilled to continue to grow our relationship with HyperX, an unequivocal leader and innovator in esports and beyond, and the continuation of this naming rights deal solidifies our shared commitment to engage fans across the globe. With a foundation now in place on two continents, Allied Esports and HyperX together have the opportunity to create experiences and content that will influence audiences in new and meaningful ways for years to come.”

The initial naming rights deal forged between the two parties came in November last year when HyperX acquired the rights to the Esports Arena at the Luxor Hotel & Casino. Renaming it the HyperX Esports Arena Las Vegas, the deal also includes co-branded experiences, events, and activations.

Daniel Kelley, Director of Corporate Marketing for HyperX added: “HyperX is excited to expand our branding and esports relationship with Allied Esports. Allied is a proven partner that shares our passion for excellence in gaming and entertainment. With global commitments to the gaming community to provide the best gaming experiences, the European HyperX Esports Truck and HyperX Studio will bring our ‘We’re All Gamers’ philosophy to more gaming communities in Europe.”

Allied Esports and HyperX plan to collaborate on projects related to esports within each of the four properties that fall under the naming rights umbrella. Each property will be kitted out with HyperX headsets, keyboards, mice, and mouse pads.

Esports Insider says: If there’s any indication that HyperX is happy with its deal for the Esports Arena and Esports Truck, this could well be it. Expanding the deal to give HyperX the rights to two more properties is great for Allied Esports and will hopefully produce more exciting events and experiences in the near future.

Follow ESI on Instagram