Global Esports Federation establishes partnership with Dentsu

The Global Esports Federation has announced a strategic partnership with Japanese international advertising company Dentsu.

The alliance was made in an effort to “promote the global development and growth of esports,” according to a release.

Global Esports Federation Dentsu
Credit: Global Esports Federation

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The partnership will result in the development of marketing programs and esports events. In collaboration with the Japan esports Union (JeSU), Dentsu will work with game publishers, commercial partners, and international organisations to “elevate the credibility, legitimacy, and prestige for esports.”

The federation has announced a slew of deals in the past couple of months, establishing a strategic partnership with Organización Deportiva Suramericana (ODESUR) for South America, the Commonwealth Games Federation, and both the World Taekwondo and the International Tennis Federation.

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Chris Chan, President of Global Esports Federation, spoke on the partnership in a release: “We are certain that this strategic partnership will strengthen the future prospects of the GEF, expanding the vital work that the team has already established. We look to Dentsu for their expertise to bring together the best of esports and sport, further fulfilling our mission to elevate esports and the world’s esports ecosystem.”

Esports Insider says: Backed by Tencent, the Global Esports Federation clearly has some pull when it comes to dealing with the likes of Dentsu in an effort to establish partnerships. While we’re yet to see what the federation can actively do to improve esports, it’s clearly setting itself up for some big moves.