David Beckham-owned British esports organisation Guild Esports has announced a partnership with Irish football club Finn Harps FC.
According to the release, the partnership between Finn Harps and Guild will be based on raising awareness of the esports organisation’s brand in Ireland. Moreover, the collaboration will look to encourage Irish FIFA gaming talent to join Guild’s academy.
Finn Harps FC is known within the FIFA community as one of the consistently lowest-rated teams in EA Sports’s football franchise. The side currently competes in the SSE Airtricity League Premier Division, which Republic of Ireland’s top football league.
Guild branding will appear on Finn Harps’s first and second replica kits and in FIFA 22. Moreover, both entities will launch a series of fan-led activations featuring the football club’s players and staff alongside Guild’s athletes.
The British organisation will also gain a presence around Finn Park, with Guild set to be featured prominently across matchday programmes, advertising hoardings and Finn Harps’s digital and social media channels.
Aidan Campbell, Marketing Officer at Finn Harps, said: “We would like to welcome everyone from Guild into the Finn Harps family. This partnership offers some genuinely exciting possibilities for Finn Harps and it began when we learned we had attracted a cult following on Guild’s FIFA show.
“This led to a series of meetings between our media/marketing team and Guild about the possibilities of working together on projects that could harness the huge crossover between live football and the Irish esports community.”
Alongside partnering with Finn Harps, Guild has secured deals with the likes of Samsung, HyperX and Subway, as well as launching its Guild Academy project.
Esports Insider says: Although it’s easy to chuckle at the thought of this partnership, it’s actually a great business decision for both parties. Guild has gained an increased presence within Ireland and the football team will likely get exposure and press. It’s a win-win situation.