July 2021 brought high temperatures and a soaring amount of esports partnerships.
Last month, we saw such collaborations as an esports debit card, custom microbrew, veteran outreach programme, a Lexus content house, esports utility bag, and in a twist — an esports team buying naming rights instead of the other way around.
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.
Here are the key esports sponsorships and partnerships from June 2021. To read more about a story below, click the link in the corresponding title.
North American esports organisation Envy Gaming has become a sponsor of World Chase Tag (WCT) team GNF. As a result of the deal, the team will change its name to ENVY GNF.
Typically, announcements of this nature are the reverse, with a brand or team sponsoring an esports organisation.
Southeast Asian esports organisation EVOS Esports has announced a partnership with Indonesian financial service company Bank Mandiri.
As a result of the deal, which is in collaboration with VISA, the organisation has launched a limited-edition EVOS debit card.
Esports Entertainment Group (EEG) has entered into a partnership with Hall of Fame Resort and Entertainment Company (HOFV) in a deal that will see EEG become the official esports supplier of the Hall of Fame Village powered by Johnson Controls.
As a result of the partnership, EEG will operate a Helix eSports facility scheduled to open in the middle of 2022.
New York-based esports organisation Andbox has named North American insurance company USAA Insurance as the official insurance and military appreciation partner of its Call of Duty League franchise the New York Subliners (NYSL).
Throughout the multi-year agreement, USAA will be featured on the team’s in-game and physical jerseys while competing in Call of Duty League matches.
USAA also entered a multi-year partnership with Minnesota Røkkr, the Call of Duty League team owned by North American organisation Version1.
As a result, both entities will launch Røkkr Regiment, a Call of Duty-centred programme designed to support and engage military members and veterans.
North American esports organisation Version1 has announced a partnership with herbal medicines and supplements provider Nature’s Way for its Call of Duty League team Minnesota Røkkr.
The deal will see Nature’s Way create content with Minnesota Røkkr to highlight the team’s routines and hobbies. In addition, Nature’s Way will provide the Call of Duty League team with its range of supplements.
Røkkr also announced a partnership with Minnesota-based brewery Waconia Brewing Company (WBC). As a result of the deal, the two parties will join forces to launch a blonde ale called ‘Final Circle’.
North American esports organisation Evil Geniuses announced a partnership with Premier League football club Wolverhampton Wanderers.
It has also been revealed that the football club’s owners, Fosun Sports Group, have made a minority investment in Evil Geniuses. Financial details of the investment have not been revealed.
Belong Gaming Arenas, a subsidiary of esports and technology firm Vindex, secured a two-year partnership with gaming peripherals brand HyperX.
As a result of the agreement, HyperX will outfit Belong’s U.S. gaming centres with its products. This includes headsets, keyboards, mice and microphones.
HyperX has also renewed its existing ambassador partnership with professional American Football player JuJu Smith-Schuster.
North American esports organisation Faze Clan announced a partnership with frozen pizza brand Totino’s.
The collaboration will see rapper and FaZe Clan member Miles ‘Lil Yachty’ Parks McCollum host a content series that highlights the launch of the Totino’s Pizza Rolls Minis product range.
Esports peripherals firm SteelSeries announced NFL player Austin Ekeler as its latest ambassador.
As a result, SteelSeries will provide its new ‘Prime’ products to Gridiron Gaming Group, Ekeler’s esports organisation that he co-founded in 2020.
OverActive Media‘s Spanish esports brand MAD Lions announced a partnership with record label Warner Music Spain.
According to the release, the two parties will collaborate ‘to enhance the fan experience across music, esports, and video games’.
Canadian esports organisation Able Esports secured a partnership with brewery Brasserie Labatt.
As a result of the partnership, the brewery’s Bud Light beer brand will be featured on Able Esports’s team jerseys. Moreover, both entities will collaborate on ‘various online activations’, according to the release.
In addition, OverActive Media named Bud Light the official beer partner of its Call of Duty League (CDL) franchise, Toronto Ultra.
Gaming furniture manufacturer RESPAWN became the official gaming furniture partner of Super Girl Gamer Pro’s 2021 Summer Season.
Launched in 2017, Super Girl Gamer Pro is a competitive video game series dedicated to supporting women in gaming. The Summer Season, which will run from July 24th to September 19th, features League of Legends and Hearthstone tournaments.
North American esports organisation 100 Thieves announced a partnership with luxury automotive marque Lexus.
As a result of the partnership, the 100 Thieves Content House will be renamed the Lexus Content House. Moreover, Lexus has been named the organisation’s luxury automotive partner.
Riot Games announced energy drink brand Red Bull as the latest partner of the VALORANT Champions Tour (VCT) for the EMEA region.
As VCT EMEA’s official partner, the brand will feature in tournament broadcasts through a segment known as ‘Red Bull Clutch Moments,’ which collates highlights from the matches taking place.
Gaming tournament and training platform Nicecactus joined forces with Sheikh Suhail Bin Butti Al Maktoum and Faris Ahmad Ramadhan Juma to expand its activities in the GCC (Gulf Cooperation Council) region.
As a result, a Dubai-based joint venture has been established, aiming to develop and market Nicecactus’s platform exclusively in the GCC countries.
Brazilian esports organisation LOUD signed Olympic skateboarders Luiz Francisco and Pedro Quintas as talents representing the team.
The announcement sees the two skateboarders inaugurate a new branch within the organisation called LOUD Skate. Further details over the branch have yet to be revealed.
Southeast Asian esports organisation Talon Esports has announced a partnership with Yieldly, a blockchain-based decentralised finance ecosystem.
As a result of the partnership, Yieldly has become a blockchain partner for Talon Esports’s Arena of Valor (RoV) team throughout 2021.
North American esports organisation Knights partnered with sports bags manufacturer All-Pro Tactical to produce a limited-edition, modular utility bag.
The Knights x All-Pro Tactical Esports Utility Bag (ESUB) is a three-in-one tactical bag that features the ESUB Pack, the ESUB Go Bag and ESUB Go Pouch.
All-female VALORANT community Galorants announced a strategic partnership with multinational esports organisation Gen.G.
The partnership will initially see both entities team up to create VCT Game Changers Academy tournaments, a series of competitions throughout 2021 that will help foster and grow the VALORANT women’s competitive scene.
ONE Esports, the esports venture of sports media company ONE Championship, announced two partnerships with Activision Blizzard and grocery delivery platform foodpanda Thailand.
According to Mark Aubrey, Activision Blizzard’s Vice President & Head of Asia Pacific, the deal will continue to ‘build and scale’ Call of Duty’s community in Southeast Asia. Details regarding any planned activations have yet to be announced.