London-based organisation Guild Esports has entrusted its commercial partnerships strategy to media agency MediaCom Sport & Entertainment.
MediaCom will support Guild Esports in its goal to build a “culture of excellence around both its brand and digital presence and to develop a lifestyle cross-over brand suited to the fast-growing esports market.”
Guild Esports debuted in June with football star David Beckham as co-owner and seeking a £25 million investment. The organisation has entered FIFA and Rocket League so far and will continue to “scale into various esports disciplines” over the course of the 2020/21 season, including Fortnite.
Carleton Curtis, Executive Chairman at Guild Esports, commented in a release: “We are excited to be working with MediaCom to spearhead Guild’s partnerships strategy. Their wealth of experience within the tech sector and their understanding of our core channels makes them a perfect fit in supporting the growth and establishment of Guild as one of the leading players within esports.”
MediaCom has recently expanded its gaming business following recent work with Tencent, according to a release.
Misha Sher, Global VP of MediaCom Sports and Entertainment, added: “We are delighted to be partnering with Guild at the beginning of their exciting journey. The popularity and appeal of esports as a cultural phenomenon continues to grow and Guild are perfectly positioned to capitalize on the momentum. Operating at the intersection of media, technology and culture, we know what’s required to attract commercial partners in a new, digitally led world. We thank Guild for their trust and look forward to helping them build one of the industry’s leading organisations.”
Esports Insider says: Guild Esports is yet another example of athletes attempting to bridge the gap between traditional sports and esports. The organisation launches during a time when sporting events are cancelled or pivoting to video game counterparts, making Guild’s arrival rather fortuitous, whether or not it planned it that way.