The British Esports Association has established a partnership with Connexi, a data-driven sponsorship marketplace.
The alliance has been forged to help “educate non-endemic brands around the vast opportunities” for partnerships and activations in UK esports.
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Connexi’s platform allows rights holders to place their rights on a marketplace, in which prospective partners can view and develop relationships with the aim to securing commercial deals.
Chester King, CEO of British Esports Association, spoke on the alliance in a release: “The UK esports scene is an exciting place to be right now. We do however recognise that we still need to catch up with other regions when it comes to brand engagement. This new partnership will help organisations from grassroots to household names gain new brand partnerships.”
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British Esports Association and Connexi are also looking to “better understand how traditional brands operate” and, in turn, provide resources to devise “successful strategies” through the partnership.
Rory Stewart-Richardson, Founder and CEO of Connexi, also commented: “Connexi welcomes the opportunity to support both sides of the handshake. We believe the partnership with British Esports enables us to bridge the fundamental challenge of all parties being able to explain their opportunities, expectancy and ROI.
“We have seen phenomenal growth in this area and are fully engaged in this exciting challenge of ensuring brands are talking to the most commercially relevant esports assets.”
Esports Insider says: This seems like a solid partnership, especially for UK esports if it goes as planned. The association has made plenty of deals in the past couple of years but could be one of the most fruitful for the entire domestic esports industry.