Key esports sponsorships and partnerships, October 2021

01 November 2021


Last month saw a multitude of esports entities secure notable partnerships, both from endemic and non-endemic brands. Ranging from Blockchain deals to apparel collaborations, October continued to highlight the commercial power of esports.

To keep everybody up to date, Esports Insider, in collaboration with Shikenso — a Germany based analytics company — has compiled October’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 October 2021. To read more about a story below, click the link in the corresponding title.

Spotlighted story

PGL unveils Shikenso Analytics partnership

Image credit: PGL, Shikenso

Esports tournament organiser PGL has announced a commercial partnership with German IT company Shikenso Analytics.

The deal will see Shikenso Analytics provide data insights and analytics for PGL’s Stockholm CS:GO Major. As a result of the agreement, Shikenso Analytics will offer qualitative and quantitative cross-platform insights into sponsorship activities and activations on PGL’s streaming and social media channels.

Ninjas in Pyjamas secures GamerPay and Zilliqa partnership

Image credit: Ninjas in Pyjamas, GamerPay

Swedish esports organisation Ninjas in Pyjamas has announced partnerships with CS:GO skins marketplace GamerPay and blockchain company Zilliqa.

GamerPay has become a digital partner of NIP’s CS:GO roster, as well as the main partner for its academy team. Meanwhile, NIP and Zilliqa’s partnership is aimed at creating virtual experiences for ‘esports and crypto enthusiasts’.

Amazon Prime Gaming and Riot Games announce partnership

Image credit: Riot Games, Amazon

Amazon Prime Gaming has announced a multi-title partnership with game developer Riot Games.

The deal sees Amazon Prime subscribers gain access to exclusive in-game items and cosmetics in League of Legends, League of Legends: Wild Rift, VALORANT, and Legends of Runeterra.

ESL Gaming and Immutable X announce NFT partnership

Image credit: ESL, Immutable X

Esports tournament organiser ESL Gaming has secured a partnership with Australian NFT business platform Immutable X.

As a result of the deal, the tournament organiser will introduce an NFT platform that enables fans and supporters to buy, sell and exchange ESL Pro Tour NFT assets.

BLAST Premier announces eight partners for Fall Final Copenhagen

Image credit: BLAST Premier

Esports tournament organiser BLAST has announced eight new partnerships for its upcoming BLAST Premier Fall Final Copenhagen CS:GO tournament. 

The announced partnerships include deals with electronics retail company Elgiganten, Danish division of South Korean car brand Kia, Danish logistics company A.P. Moller – Maersk, Danish growth-promoting organisation Greater Copenhagen, global accounting network firm KPMG, chewing gum brand Stimorol, as well as OMEN and Xbox. 

FaZe Clan and Nissan partner for Fortnite pro-am tournament

Image credit: FaZe Clan / Nissan

North American esports organisation FaZe Clan and automobile manufacturer Nissan have announced a Fortnite pro-am tournament.

The Nissan FaZe Clan Pro-Am Invitational will see FaZe Clan members, Fortnite streamers and Manchester City FC players compete for a piece of its $100,000 (£72,700) prize pool. Half of the prize pool will be donated to a non-profit the winners choose.

Guild Esports terminates fintech partnership over delays and payment issues

Image credit: ESI Illustration

UK-based esports organisation Guild Esports has announced the termination of its partnership with an unnamed European fintech company.

In the release, the company has cited ‘delays in the sponsor’s launch and the payment of sums’ as the main reasons for the deal’s cancellation.

CSL Esports announces five new sponsors for NACE Starleague

NACE Starleague
Image credit: NACE Starleague

 CSL Esports has announced a series of partnerships for the NACE Starleague.

Peripherals firm CORSAIR, glasses manufacturer GUNNAR Optiks, gaming chair firm MAVIX, coaching platform Metafy and fitness company Future will all serve as sponsors of the collegiate esports league.

We Are Nations partners with FPX and Invictus Gaming

(ESI Illustration) Image credit: We Are Nations, FPX, Invictus

Chinese esports organisations Invictus Gaming and Fun Plus Phoenix (FPX) have agreed a partnership with esports merchandise company We Are Nations.

As a result, We Are Nations will produce branded apparel which will be sold through the organisations’ team shops and the company’s website.

Rogue Rocket League team unveils partnership with Guaranteed Rate

Image credit: Rogue

Multinational esports organisation Rogue has announced a partnership with North American mortgage lender Guaranteed Rate for its Rocket League team.

As a result of the deal, the lender’s logo will feature on the organisation’s Rocket League Championship Series (RLCS) vehicles.

FACEIT announces multi-year partnership with NAVI

Image credit: NAVI

Esports platform and tournament organiser FACEIT has announced a multi-year partnership with Ukrainian esports organisation Natus Vincere (NAVI).

The partnership will see both parties collaborate to launch a range of initiatives that include a number of CS:GO leagues managed by the organisation.

Immortals signs multi-year deal with Nitto Tire

Image credit: Immortals

North American esports organisation Immortals has announced a multi-year deal with off-road and street performance tires manufacturer Nitto Tire.

As Immortals’ official tire for 2022, the two entities will co-develop a customised content series and engage with gaming influencers across the organisation’s League of Legends LCS franchise and VALORANT competitive teams. 

Dignitas launches apparel collaboration with VIRUS International

Image credit: Dignitas

North American esports organisation Dignitas has revealed athletic wear brand VIRUS International as its official ‘game day apparel’ partner. 

As a part of the deal, VIRUS International will create unique, co-branded apparel for the organisation, including the official team jersey. Besides Dignitas’s ‘Competitive Game Day’ uniform, the apparel collection will include Game Day Warm Up and Performance Workout Apparel kits.

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