Key esports sponsorships and partnerships, September 2021

07 October 2021


Last month saw esports and traditional sports continue to build on its relationship through a range of new partnerships. In addition, a range of esports entities continued to strengthen commercial portfolios after securing a mixture of non-ended and endemic deals. 

To keep everybody up to date, Esports Insider, in collaboration with Shikenso — a Germany based analytics company — has compiled September’s most important sponsorship and partnership news in esports.

Shikenso Analytics is a tech start-up specialising in AI solutions for brand and media valuation across streaming platforms and social networks. Its customised and scalable product empowers organisations to evaluate and control strategic investments, sponsorships, and marketing campaigns. To learn more about Shikenso, click 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

Guild Esports partners with Irish football club Finn Harps FC

Photo credit: Finn Harps FC / Guild Esports

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.

The International names SteelSeries as peripherals partner

Image credit: Valve / SteelSeries

Game developer Valve has named Danish esports hardware brand SteelSeries as the official peripherals brand for Dota 2’s The International.

As the official peripheral partner for the tournament, SteelSeries will provide its line of mice, keyboards, headsets, and accessories to players participating in The International 10.

Fnatic announces ASOS and partnership

Fnatic x Asos Offical Fashion Retailer Partnership
Image credit: Fnatic / ASOS

Fnatic has announced a three-year deal with British online fashion and cosmetic retailer ASOS. Moreover, the organisation has announced a five year deal with cryptocurrency exchange

The partnership will see the cryptocurrency site become Fnatic’s inaugural Global Cryptocurrency Partner. Meanwhile, ASOS’s logo will be featured on the front of Fnatic’s jerseys.

Flamengo partners with QLASH for Brawl Stars competition

Image credit: QLASH

Brazilian football club Flamengo has teamed up with European esports organisation QLASH for the Brawl Stars Master League.

As a result of the partnership, QLASH will loan its LATAM Brawl Stars roster to Flamengo for the competition. This includes Brazilian players Sinval, Lele and Guido as well as the organisation’s Chilean coach Raúl.

NBA 2K League expands into Mexico with DUX Gaming partnership

NBA2K mexico
Image credit: DUX Gaming | NBA2K League

The NBA 2K League has expanded into Mexico through a partnership agreement with Spanish esports organisation DUX Gaming.

The agreement will see DUX Gaming launch an NBA 2K League expansion team based in Mexico, marking the first NBA 2K League team in Latin America. DUX Gaming’s NBA 2K League team will join the NBA 2K League next season in the spring of 2022.

Astralis strikes partnership with Capgemini in Denmark

Photo credit: Astralis

Danish esports organisation Astralis has announced a partnership with technology services and consulting company Capgemini.

As a result of the deal, which is specifically tied to the company’s Danish operations, Capgemini’s logo will be present on the front of Astralis’s player jerseys.

FaZe Clan partners with DC to create limited-edition comic book

FaZe Clan
Image credit: FaZe Clan

North American organisation FaZe Clan has announced a partnership with comic book publisher DC Comics.

As a result, the two parties will collaborate on a limited-edition comic book featuring a number of FaZe Clan content creators in the form of superheroes. Alongside the release of the comic, the organisation will launch a limited range of merchandise.

Norwich City announces Bidstack as first official esports partner

Photo credit: 1J Esports

Premier League football club Norwich City has renewed its partnership with advertising company Bidstack.

As a result of the deal, Bidstack will become the club’s first-ever official esports partner. Norwich City will utilise Bidstack’s technology in this season’s NCFC owned and operated esports content.

Cloud9 names Dusty exclusive 2021 Worlds partner

North American esports organisation Cloud9 has contracted Icelandic esports organisation Dusty as its exclusive partner for the 2021 League of Legends World Championship.

As a result, Dusty will provide facilities, logistics and promotional activity to Cloud9 for the World Championship, which is being held in Reykjavik, Iceland. Founded in 2019, Dusty is one of Iceland’s leading esports organisations and has competitive rosters in Counter-Strike, League of Legends and FIFA.

Immortals and We Are Nations reveal ‘zero profit pricing’ collaboration

Image Credit: Immortals

North American esports organisation Immortals has joined forces with esports merchandising company We Are Nations to create Immortals Essentials, the organisation’s new line of brand merchandise with ‘zero profit pricing’.

The collection features a minimalist style, unisex line of t-shirts, hoodies and hats.

MAD Lions secures El Corte Inglés partnership

OverActive Media‘s Spanish esports brand MAD Lions has announced a partnership with regional department store chain El Corte Inglés.

The deal will see El Corte Inglés dress the organisation’s players and coaching staff with a combination of Easy Wear, Green Coast and Emidio Tucci fashion brands. The agreement was secured in collaboration with Japanese advertising and public relations company Dentsu Group, as well as marketing company MKTG Spain.

Lightfox Games partners with Tribe Gaming to promote Knight’s Edge

Game developer Lightfox Games and North American esports organisation Tribe Gaming have announced a partnership aimed to promote Knight’s Edge, the company’s new title.

The partnership will kick off with a series of in-game events themed around Tribe Gaming.

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