Each month, Esports Insider — in collaboration with YouGov, a data and analytics company that provides global consumer opinion and behavioural data — collates the period’s significant sponsorship and partnership news in esports.
YouGov recently expanded its Global Fan Profiles tool to monitor fan sentiment in esports, now enabling sponsors, properties, and rights holders to measure and track global consumer engagement in 32 key markets. This advanced tool provides timely, relevant data of fanbases around the world, covering 200 leagues, 50 events, 45 game titles and 2,000 teams across sports and esports. Subscribers can create side-by-side comparisons of individual game titles, leagues, events, tournaments, team fanbases, and much more.
Readers can learn more about Global Fan Profiles here.
BMW Esports, the esports division of German automotive company BMW, unveiled ‘Heroes Of Rivalry’, a manga series featuring its United in Rivalry team partners.
BMW Esports’s United in Rivalry partners include Cloud9, FNATIC, FunPlus Phoenix, G2 Esports and T1.
North American esports organisation 100 Thieves has collaborated with Cash App to launch the 100 Thieves Cash Card. According to the release, the cash card will cost $5, with $1 of every card purchased being donated to charity organisation Gamers Outreach.
Rocket League developer Psyonix announced a partnership with Italian car manufacturer Automobili Lamborghini in April.
Lamborghini will sponsor the Rocket League Championship Series (RLCS) X Lamborghini Open and a new event titled the ‘Battle of the Bulls’.
Esports organiser and production company ESL Gaming renewed its partnership with Intel last month.
According to the release, the renewal, which is set to commence in 2022, will see both entities invest over $100m (~£71.95m) in esports up until, and including, IEM Katowice 2025.
Finnish tournament operator Elisa Esports joined forces with Relog Media, Funspark and esports data platform GRID in April, to create a $2.7m (~£1.95m) international CS:GO series with a shared tournament structure.
According to the release, the competition will include the Elisa Invitational, Home Sweet Home, and Funspark tournament series. The series will run across the 2021 and 2022 seasons.
Health supplement Brain HP by Nature’s Bounty last month announced partnerships with esports org Counter Logic Gaming and franchise teams New York Excelsior, Atlanta FaZe, and Florida Mutineers.
Brain HP also teamed up with pro players and influencers such as Kyle ‘Bugha’ Giersdorf (Fortnite solos world champion), Kristen ‘KittyPlays’ Valnicek and Joedat ‘VoyBoy’ Esfahani.
Abu Dhabi-based esports organisation Team Nigma last month announced a long-term partnership with Etihad Airways. The partnership marks the latter’s first foray into esports.
Online bookmaker Betway last month expanded its existing deal with Brazilian esports organisation MIBR by joining forces with its female Counter-Strike: Global Offensive (CS:GO) team. The deal will see MIBR Female and Betway collaborate on a range of activations.
American esports organisation Dignitas announced New Belgium Brewing Company’s IPA brand Voodoo Ranger as its official beer partner. The companies will collaborate on new content.
North American organisation Evil Geniuses last month announced a partnership with the cryptocurrency company Coinbase.
The collaboration will see Coinbase become a shirt sponsor for the organisation’s teams in CS:GO and Dota 2, as well as its FGC rosters.
The Polish branch of automobile manufacturer Mercedes-Benz inked a partnership with Polish esports org Illuminar Gaming, and is now the title sponsor of esports and gaming venue ESPOT Gaming Concept in Warsaw, Poland.
Riot Games announced a ‘global collaboration’ between US-based guitar manufacturer Jackson and Riot’s virtual metal band PENTAKILL. Click the link in the title to learn more.
Gaming marketplace Kinguin returned to the Counter-Strike: Global Offensive (CS:GO) esports scene by sponsoring new Polish organisation Anonymo.
Kinguin’s branding will be featured on Anonymo player jerseys, and the companies will collaborate on activations including CS:GO tournaments and Kinguin community events.
North American org Knights announced a partnership with makeup brand Beautyblender. The companies will host a female-only VALORANT tournament series titled Knights’ Sakura Cup.