Key esports sponsorships and partnerships, January 2021

January was a busy month for sponsorships and partnerships in esports: G2 x adidas; the LEC and four new partners; Na’Vi and Raid: Shadow Legends, plus many, many more.

Each month, Esports Insider compiles the most notable deals worldwide into a single article. To read more about a specific story, simply click the corresponding link!

January highlight: Last month, ESI hosted a masterclass from data platform GEEIQ, on what prospective brands must consider when picking an esports partner:

GEEIQ: Key considerations for brands when picking an esports partner

GEEIQ team
Credit: GEEIQ

Esports partnerships and sponsorships: January 2021

G2 Esports announces major adidas partnership

Credit: G2 Esports

OverActive Media strikes multi-year agreement with EPOS

Credit: OverActive Media

LEC names KitKat main partner for 2021, renews KIA deal, names GrubHub as presenting partner, and Trovo as official broadcast partner

Credit: LEC

Natus Vincere joins forces with RAID: Shadow Legends

Credit: Na’Vi

Astralis launches initiative with Universal Music Group

Astralis To The Stars
Credit: Astralis

Guild Esports signs two-year deal with HyperX

Photo Credit: HyperX

Rocket League unveils ESPN collaboration at X Games Aspen 2021

Credit: Psyonix

Team Liquid extends long-term partnership with Alienware

Team Liquid Alienware 10 year partnership Liquid+
Credit: Team Liquid / Alienware

For your weekly esports industry round-up, listen to the ESI Digest — wherever you get your podcasts. You can also watch the Digest on YouTube:

Moonton unveils partners of M2 World Championship, adds Razer 

M2 World Championship 2021 Partners
Credit: Moonton

Team Vitality announces Garmin, Incept, ALDI France partnerships

Credit: Team Vitality

ESIC names Esports Charts data partner, partners with Relog Media for CS:GO events 

Esports Charts Esports Integrity Commission
Credit: Esports Charts

ESL partners with Blizzard to operate Hearthstone esports

Credit: ESL

KitKat partners with CBLoL, Vodafone Giants, LEC

Credit: KitKat

Follow ESI on Instagram