Key esports sponsorships and partnerships, August 2021

August was a busy month in terms of partnerships within the esports industry. As usual, Esports Insider, in collaboration with YouGov — a data and analytics company that provides global consumer opinion and behavioural data — collated some of this month’s most 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 August 2021. To read more about a story below, click the link in the corresponding title.

Spotlighted story 

Allied Esports and NASCAR launch gaming truck tour

Allied Esports x NASCAR
Credit: Allied Esports

Esports entertainment company Allied Esports has announced a collaboration with NASCAR to introduce gaming activations that will take place at a number of Cup Series races.

The collaboration will see the Allied Esports Truck, an 18-wheel mobile gaming facility, make seven stops to host a number of activities for fans attending the races.

ReKTGlobal partners with Breakaway Music Festival

ReKTGlobal and Breakaway
Image credit: ReKTGlobal, Breakaway

Esports infrastructure company ReKTGlobal has announced a partnership with the Breakaway Music Festival to provide esports lounges to festival sites.

According to the release, the lounges will feature a mixture of ‘solo play, interactive experiences, and performances’.

European Masters reveals Amazon partnership

Image Credit: Riot Games

Riot Games‘ League of Legends European Masters competition has announced e-commerce company Amazon as its naming partner for the Summer 2021 event and the 2022 season.

As a part of the deal, the competition will be renamed the Amazon European Masters.

Misfits Gaming Group teams up with WIN Group

Image Credit: Misfits Gaming Group/ WIN Group

Florida-based esports organisation Misfits Gaming Group (MGG) has announced a strategic partnership with esports betting company and founder WIN Group.

According to the release, the partnership will see both entities work together to expand its reach in the esports marketplace.

EXCLUSIVE: Nerd Street Gamers discusses BLAST Premier collaboration

Image credit: Nerd Street Gamers

Esports infrastructure company Nerd Street Gamers has announced a partnership with tournament organiser BLAST Premier to host an official BLAST Premier Fall Showdown CS:GO qualifier. 

The qualifier will take place at Fragadelphia 15, an offline American tournament organised by Fragadelphia and Nerd Street Gamers on September 10th – 12th. The tournament will feature a $60,000 (£43,341) prize pool.

Tribe Gaming unveils content partnership with Discord

Tribe Discord
Image credit: Tribe Gaming / Discord

North American mobile gaming content and esports organisation Tribe Gaming has announced a multifaceted content partnership with communications service Discord

The partnership will include various activations that promote Tribe Gaming members on Discord’s platform, including exclusive Discord Stage events and a talent show.

Evil Geniuses unveils TUMI partnership

Image Credit: Evil Geniuses/ TUMI

North American esports organisation Evil Geniuses has named luxury suitcase manufacturer TUMI as its official luggage partner.

As a part of the deal, Evil Geniuses players and talent will be featured in TUMI’s promotional content for its professional esports bag collection. 

Bacon Time teams up with Doritos

Image Credit: Bacon Time / Doritos

Thai esports organisation Bacon Time has announced a content collaboration with North American snack brand Doritos. 

The partnership deal will see Doritos’ branded content distributed and promoted across the Southeast Asian org’s large fanbase. 

Mastercard named LEC Playoffs partner for 2021 and 2022

Mastercard x LEC
Image credit: LEC

Financial company Mastercard has been named as the latest partner of the League of Legends European Championship (LEC) for the 2021 Summer Playoffs.

As a result of the agreement, which also includes the playoffs in 2022, Mastercard will sponsor a ‘play of the week’ segment during the competition.

FaZe enters diversity-focused partnership with McDonald’s

Faze McDonalds
Image credit: FaZe Clan

North American esports organisation Faze Clan has announced a content partnership with McDonald’s USA that focuses on diversity and inclusion.

Per a release, the team-up is designed to ‘highlight the evolution of diversity within the gaming industry and the work FaZe Clan and McDonald’s are doing to make a lasting impact’.

PandaScore inks data partnership with LOOT.BET

Pandascore lootbet
Image credit: PandaScore

Esports data and statistics provider PandaScore has formed a partnership with esports bookmaker LOOT.BET to become its esports data and odds feed provider.

The partnership will see PandaScore share its full esports feed with LOOT.BET, including in-game statistical data for major esports titles, according to a release.

Logitech G announced as latest eNASCAR partner

Image credit: eNASCAR, Logitech G

Peripherals brand Logitech G has been announced as the latest partner of the eNASCAR Coca-Cola iRacing Series.

As a result of the partnership, the brand’s Logitech G 923 product will be the sim racing series’ official wheel and pedal.

Complexity Gaming unveils partnership with Alcon

Complexity Gaming x Alcon
Credit: Complexity Gaming

North American organisation Complexity Gaming has announced a partnership with American-Swiss eye care company Alcon.

The year-long deal will see Alcon-owned eye drop brand Systane become Complexity’s official eye care partner.

SK Gaming unveils Motorola as official smartphone partner

Image Credit: SK Gaming

German esports organisation SK Gaming has welcomed the telecom brand Motorola as its official smartphone partner for the next year and a half.

According to the press release, Motorola will support SK Gaming’s Clash Royale and Brawl Stars teams, as well as the organisation’s professional players, content creators and staff in their daily content creation and social media engagement.

ESI's 2021 Events Calendar