Guild Esports signs £4.5m partnership with crypto exchange Bitstamp

18 January 2022


British esports organisation Guild Esports has announced a three-year partnership with cryptocurrency exchange Bitstamp in a deal worth £4.5m. 

According to the release, Bitstamp branding will be featured on Guild Esports’ jerseys and across digital content with the organisation’s content creators and players. Bitstamp’s logo will also be integrated into the Guild London headquarters, which is due to open in early 2022.

Guild bitstamp partnership 4.5m
(ESI Illustration) Image credit: Bitstamp / Guild esports

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Moreover, both entities will collaborate to develop a number of projects aimed at ‘enhancing Guild’s fanbase and Bitstamp customers’ experience’. This is the largest deal in Guild Esports’ short history.

Kal Hourd, chief executive of Guild Esports, commented: “We are thrilled to welcome Bitstamp to Guild as our official Cryptocurrency Exchange partner. It will also enable us to deliver creative, high-quality content and meaningful experience to our audience in a way that is authentic to both Guild and Bitstamps’ identities.

“Our pipeline of new business opportunities remains strong as Guild’s growing network audience of fans and teams’ performance continues to attract strong interest from a wide cross-section of brand advertisers. As a result, we look forward to bringing more sponsors on board in due course.”

The partnership follows on from Guild Esports’ announcement in December that it will trade publically in the United States. Bitstamp joins the likes of Samsung and Subway as partners of the David Beckham-owned esports organisation. 

Founded in 2011, Bitstamp is one of the oldest cryptocurrency exchanges in the world and was the first nationally licensed Bitcoin exchange in 2014. Although this is the first high-profile partnership in the esports world for Bitstamp, the company has organised a number of smaller CS:GO tournaments in 2021. In addition, Bitstamp is active in the blockchain gaming sector. 

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Julian Sawyer, CEO of Bitstamp, added: “Partnering with a creative and fast-growing organisation with a digital and worldwide audience like Guild, is a natural fit for us. Working together to reach esports and gaming fans is a significant moment for us and our growth plans as we continue to bring our trusted service to more mainstream audiences that recognise the benefits of investing in crypto.”

Esports Insider says: Guild Esports is the latest organisation to partner with a crypto company, a trend that seems to be ever-present today. The new financial boost, as well as a stable partner, means Guild will be able to invest more in growth outside the UK and Europe and set its sights on global presence. 

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