Key esports sponsorships and partnerships, May 2021

As usual there were a ton of esports sponsorships and partnerships announced last month. OverActive Media and Red Bull; NRG Esports and CMG.ASIA; KitKat and most of the top regional LoL tournaments in the world, to name a few.

Esports sponsorships and partnerships May 2021

Each month, ESI — 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.

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Spotlighted story

Galaxy hops and evil plots: Behind the predestined Evil Geniuses and Elysian Brewing partnership

Galaxy Hops and Evil Plots:Evil Genuises Elysian Brewery
ESI illustration. Shutterstock, Elysian Brewery

In this piece — which is part one of ESI’s ‘Esports ‘n’ Beer’ series — Esports Insider’s Kerry Waananen explores the fated partnership between North American org Evil Geniuses and renowned brewery Elysian Brewing, both headquartered in Seattle, Washington. This is not one Pacific Northwesterners should miss!

KitKat extends LEC deal, partners with LCL and 12 ERLs

Riot Games, LEC, EU Masters and LCL partners with KitKat
Credit: Riot Games

Nestlé chocolate brand KitKat has extended its partnership with Riot Gamess League of Legends European Championship (LEC) and European Masters until 2023.

KitKat’s partnership with Riot Games has also been extended to include the League of Legends Continental League (LCL), the publisher’s top CIS League of Legends competition, alongside 12 European Regional Leagues (ERLs) for the upcoming Summer Split.

OverActive Media strikes Red Bull partnership, announces new gaming studio

Credit: OverActive Media

OverActive Media, parent company of MAD Lions, Toronto Ultra, and Toronto Defiant, has announced the Red Bull Gaming Studio after striking a multi-year partnership with the brand.

The studio will host various gaming events such as tournaments, speaker sessions, and artist performances.

ONE Esports partners with MOONTON to present MPL Invitational 2021


ONE Esports, the esports venture of sports media company ONE Championship, has announced a partnership with Mobile Legends: Bang Bang developer and publisher MOONTON to present the MPL Invitational 2021.

EVOS Esports unveils PUMA collaboration

EVOS Esports x PUMA
Credit: EVOS Esports

Southeast Asian esports organisation EVOS Esports has announced a deal with global sportswear brand PUMA.

The collaboration will see the release of a co-branded tracksuit which will be given to players representing the organisation.

CMG.ASIA and NRG Esports launch NRG Asia, acquire GAM Esports

CMG ASIA x NRG Esports
Credit: CMG.ASIA

Vietnamese lifestyle and entertainment company CMG.ASIA has joined forces with North American esports org NRG Esports to launch NRG Asia, a management company that will represent esports entities in Southeast Asia.

The newly formed company also unveiled that it has purchased GAM Esports, the current VCS League of Legends champions, from Bigmind Technologies.

Esports Technologies signs patent licence agreement with Colossus Bets

Esports Technologies Colossus Bets
Credit: Esports Technologies / Colossus Bets

Esports wagering services brand Esports Technologies has announced an exclusive partnership with British bookmaker Colossus Bets.

The agreement grants Esports Technologies a licence for the majority of Colossus’s patent portfolio for esports applications.

Envy Gaming join forces with Generation Esports

Generation Esports x Envy
Credit: Generation Esports / Envy Gaming

Dallas-based esports org Envy Gaming has announced a partnership with Generation Esports, the operator of the High School Esports League (HSEL) and Middle School Esports League (MSEL). 

Envy Gaming has been named the exclusive professional esports partner of HSEL and MSEL in Texas.

REELY.AI announces Skillshot Media partnership

REELY Skillshot partnership
Credit: REELY / Skillshot

AI and computer vision startup REELY.AI has partnered with esports brand Skillshot Media.

The partnership will look to enhance Skillshot Media’s content creation and distribution efforts through the use of AI solutions. and Lympo launch collectable NFT cards

Virtus Pro Lympo
Credit: Virtus Pro / Lympo

Russian esports organisation has announced a partnership with sports NFT platform Lympo. will launch collectible NFT cards featuring images of its players from the organisation’s first Dota 2 and CS:GO rosters.

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