Each and every month, dozens of partnerships and sponsorships are announced in esports. It’s hard to keep track of every development if you don’t follow Esports Insider religiously, but even then, there’s a lot of content to consume.
To make things easier, Esports Insider has hand-picked a selection of the most impressive, surprising, and noteworthy deals that were announced in July 2020.
Australian organisation Chiefs Esports Club welcomed global skincare brand L’Oréal Paris Men Expert as a major partner for the remainder of 2020.
The partnership will be activated through giveaways and “special events” such as tournaments involving Chiefs Esports Club’s players. A tweet from the organisation suggests content will also be a component.
Riot Games announced Getty Images as an official partner of its global esports initiatives for League of Legends through 2024.
The deal sees Getty Images act as the official photo image and distribution partner for global League of Legends esports events.
London-based organisation Demise entered a three-year deal with Italian sportswear brand Kappa.
Kappa will become the official kit supplier of the organisation, launching a range of Demise-branded products from August.
Florida-based esports organisation Misfits Gaming Group (MGG) expanded the current scope of its partnership with NBA franchise teams Miami Heat and Orlando Magic.
The union will fuse together all three Florida organisations to expand and “develop further opportunities in the endemic and non-endemic space” through a strategic partnership rights deal. Benefits of this accord include heightened accessibility and deeper sponsorship options across a variety of teams and markets.
North American organisation TSM established a partnership with office furniture company Herman Miller.
As part of the partnership, TSM will be provided with Herman Miller’s Embody Gaming Chair, the first product it’s released as a result of its work with peripherals brand Logitech G. It’s said that the organisation worked with Herman Miller’s product designers for two years, providing feedback on their needs and demands while practicing and competing.
Overwatch League franchise San Francisco Shock also established a partnership with office furniture company Herman Miller.
The partnership sees San Francisco Shock promote Herman Miller’s newly-released chair, though details on activations have not been disclosed at the time of writing. The team’s players will utilise the Embody chair as part of the deal.
T1 Entertainment & Sports, a joint venture between SK Telecom and Comcast Spectacor, established a deal with Hana Bank.
Hana Bank acquired the naming rights to the first floor of T1’s facility in Gangnam, Seoul, titling it the ‘Hana 1Q – T1 Hall of Fame.’ The deal will also see 1Q Bank, an application owned by Hana Bank, emblazoned on the organisation’s jersey.
Italian sports car manufacturer Ferrari launched a simulation racing series where racers will have the opportunity to represent the Ferrari Driver Academy Hublot Esports team.
Swiss watch manufacturer Hublot, sponsor of Ferrari, has been named title sponsor for the championship alongside gaming peripherals manufacturer Thrustmaster, which has been confirmed as its technical partner.
North American organisation Dignitas made its first steps into the Chinese esports market through a streaming partnership with HUYA.
Counter-Strike: Global Offensive players Patrik “f0rest” Lindberg, Christopher “GeT_RiGhT” Alesund, and Adam “friberg” Friberg started streaming on HUYA from August 1st.
This is an unusual partnership, namely because it was terminated after just a day. Riot Games’ LEC partnered with Saudi Arabia’s NEOM but the announcement was met with backlash from staff, broadcast talent, partner teams and fans alike. While it’s not a highlight, it’s a situation that’s worth noting.