Key esports sponsorships and partnerships, November 2021

Numerous endemic and non-endemic brands team up every month to create and nurture commercial partnerships while pushing the esports industry forward. Ranging from deals with car manufacturers to apparel collaborations, November wasn’t an exception.

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

Image credit: ESI

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 

Aim Lab announces Arcane-themed partnership with Riot Games

Image credit: Aim Lab / Riot Games

FPS performance platform Aim Lab has announced a collaboration with League of Legends developer Riot Games.

As a result of the partnership, Aim Lab has created a shooting gallery environment based on the Riot Games’ animated series Arcane. In addition, Aim Lab will also include Arcane-based items so players can build their own environments in the Aim Lab Creator Studio.

Psyonix and BMW unveil Rocket League partnership

Image credit: Psyonix / BMW

Game developer Psyonix has announced an esports and in-game Rocket League partnership with vehicle manufacturer BMW.

As a result of the collaboration, BMW has become a title sponsor for the Rocket League Open and Rocket League Freestyle tournament. Moreover, the manufacturer’s new BMW M240i car will be integrated into the game in November.

GRID Esports named official data partner of PGL Major Stockholm 2021

Esports data platform GRID Esports has announced a partnership with tournament organiser PGL for the ongoing CS:GO Major in Stockholm, Sweden.

As PGL Major Stockholm’s official data partner, GRID will provide data solutions for its live broadcast and commercial partners. The data platform will also put an emphasis on secure data and video security, as well as maintaining sporting integrity for the event.

Greater Copenhagen partners with Astralis and Ninjas in Pyjamas

Image credit: Greater Copenhagen

Growth and development collaborative organisation Greater Copenhagen has announced a partnership with esports organisations Astralis and Ninjas in Pyjamas.

As a part of the deal, Greater Copenhagen’s official investment promotion agencies, Copenhagen Capacity and Invest in Skåne, have launched a campaign that aims to showcase games development career opportunities in the region. 

ESL Gaming partners with 343 Industries for Halo esports programme

Image credit: ESL Gaming, HCS

Esports tournament organiser ESL Gaming has announced a partnership with video game developer 343 Industries.

As a result of the deal, the organiser will assist with the operation of the 2021/2022 Halo Championship Series (HCS).

Team Liquid and Coinbase strike four year partnership

Image credit: Team Liquid / Coinbase

North American esports organisation Team Liquid has announced a four-year partnership with cryptocurrency exchange Coinbase.

Over the next four years, the two companies will collaborate on multiple projects and integrations, as well as on developing technology that elevates the overall fan experience, the firms announced. Team Liquid’s official store will also see the integration of a crypto-based payment feature.

Pokimane and American Video Game League launch $100,000 scholarship

Pictured: Imane ‘Pokimane’ Anys

Collegiate production company the American Video Game League (AVGL) has partnered with content creator Imane ‘Pokimane’ Anys to launch a $100,000 (~£74,768) scholarship for students involved in gaming and esports. 

The partnership will see both parties donate $50,000 (~£37,389), with the amount divided among 10 winners who will receive $10,000 (~£7,477) each in scholarship money.  

Cloud9 partners with The Smurfs on apparel collection

Image credit: Cloud9 / The Smurfs

North American esports organisation Cloud9 has partnered with IMPS, the license holder for the Smurfs franchise.

As a result, Cloud9 will launch a new apparel collection influenced by the term ‘smurfing’. The collection will include hoodies, t-shirts, and jerseys, as well as accessories. 

NICKMERCS teams up with audio brand Beats

(ESI Illustration) Image credit: Beats / NICKMERCS

FaZe Clan streamer Nick ‘NICKMERCS’ Kolcheff has been announced as the first ‘gamer’ to be officially signed to Apple-owned audio brand Beats

According to the release, the partnership will see the creation of a NICKMERCS-branded, gaming-designed product from Beats.

Entropiq secures Samsung partnership

Image credit: Entropiq

Czech esports organisation Entropiq has announced a partnership with global electronics manufacturer Samsung

As a part of the deal, Samsung will provide gaming equipment for the organisation’s League of Legends: Wild Rift team. Further details regarding the partnership, such as sponsorship activations, were not disclosed. 

Complexity Gaming and Champion launch new streetwear collection

Image credit: Complexity / Champion

North American esports organisation Complexity and sportswear fashion brand Champion have launched a limited streetwear capsule, titled ‘DOMAIN’. 

The collection is the latest in a recent string of sportswear and designer collaborations, as fashion brands continue turning to esports and gaming to reach the next generation of consumers.

Cloud9 partners with Serena Williams

Image credit: Cloud9 / Serena Williams (ESI Illustration)

North American esports organisation Cloud9 has announced a partnership with legendary tennis player Serena Williams.

As a result, Cloud9 will turn its Training Grounds youth development initiative into a full-fledged afterschool programme, in collaboration with Williams.

Tribe Gaming announces Ford partnership 

Image credit: Tribe Gaming

North American esports organisation Tribe Gaming has announced a partnership with automobile manufacturer Ford.

According to the release, the collaboration will see Tribe Gaming produce a range of content featuring Ford vehicles. This includes an episodic series featuring the organisation’s content creators.

Women in Games International partners with Blizzard, receives $1M grant

Image credit: WIGI / Activision Blizzard (ESI Illustration)

Games publisher Activision Blizzard and non-profit organisation Women in Games International (WIGI) have agreed on a partnership that will see WIGI receive a grant of $1m (~£733,250).

According to the release, the grant will be used to fund professional development and mentorship programmes, aiding the cause of Women in Games International. The grant is also expected to help expand WIGI’s mission of advancing economic equality and diversity in the games industry.

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