Esports entertainment company Allied Esports has signed a multi-year marketing agreement with online retailer Newegg.
As part of the deal, Newegg is now a founding partner and the official e-commerce partner of the HyperX Esports Arena Las Vegas.
Simon Temperley, Chief Revenue and Marketing Officer of Allied Esports shared his thoughts in a statement: “Gamers and fans from around the world who visit HyperX Esports Arena Las Vegas expect first-class experiences and services, and Newegg will undoubtably play a major role in both moving forward. We look forward to joining forces with Newegg to create amazing, engaging events and content that continues to cement Las Vegas as the center of the esports ecosystem.”
Newegg’s branding will be displayed throughout the HyperX Esports Arena Las Vegas, as well as on the venue’s website, social channels, and live streams. It will also host two co-branded events a year at the venue and create interactive retail locations within the venue, allowing customers to test out its gaming products.
Mitesh Patel, VP Marketing at Newegg discussed the partnership: “Newegg is going all-in with esports, and we’re making sure fans get to enjoy cool events at iconic venues in Las Vegas and New York. Our partnerships with CLG and Allied Esports place Newegg at the epicenter of the esports movement, where we can help any fan ‘Game Like a Pro.’”
Allied Esports has been busy with its esports properties as of late. It has dealt naming rights to HyperX for three of its properties, launched an affiliate program for esports venues, and merged with World Poker Tour to form Allied Esports Entertainment after being acquired by Black Ridge Acquisition Corp.
Newegg was announced as the presenting partner and official online technology retail partner of Counter Logic Gaming’s Fortnite team in February of this year.
Esports Insider says: Allied Esports has had a busy few months and whenever we cover its developments, we expect things to quieten down – then this happens! This is an interesting deal, especially when it comes to the interactive retail experience. We’re interested to see how this agreement pans out over the coming months and years.