Just like every month, February saw esports companies continue to build commercial portfolios through a variety of new partnerships, ranging from non-endemic deals to event-specific agreements.
To keep everybody up to date, Esports Insider has compiled February’s most important sponsorship and partnership news in esports.
To read more about a story below, click the link in the corresponding title.
North American convenience store chain 7-Eleven has partnered with Psyonix to become an official sponsor of the North American Rocket League Championship Series (RLCS).
The partnership includes naming rights to a North American regional RLCS event — now named the 7-Eleven Slurpee Cup — set to take place online May 13th – 15th.
North American esports and gaming company FaZe Clan had collaborated with the National Football League (NFL) ahead of the recent Super Bowl.
The two companies hosted a series of content activations, such as a flag-football game between FaZe Clan members and NFL talent. Additionally, FaZe Clan and the NFL also created co-branded content.
Esports tournament platform Challengermode has expanded into LATAM following a partnership with Singapore-based gaming and esports marketing platform Yup.gg.
Challengermode will provide its platform for Season 1 of the YUPCUP, a series of esports competitions for players based in Brazil.
European esports organisation Astralis has signed a two-year deal with Danish chewing gum brand Stimorol.
The partnership covers Astralis’ Counter-Strike teams, including its main and academy rosters. As a result, Stimorol’s logo will be present on both teams’ jerseys.
North American esports organisation Cloud9 has announced a partnership with cryptocurrency financial services company Blockchain.com.
As part of the multi-year deal, Blockchain.com will gain logo placement on all league-sanctioned team jerseys and across Cloud9’s digital channels.
Esports tournament organiser ESL Gaming has announced a partnership with German dairy brand Müllermilch.
As a result, the brand will become a premium partner of ESL Meisterschaft throughout 2022.
Multi-regional esports company Misfits Gaming Group (MGG) has announced a partnership with gaming peripherals brand HyperX.
The deal will see the brand become the official headset and microphone provider for the Florida Mutineers Call of Duty League franchise and influencers under MGG.
Esports media platform ONE Esports, the esports venture of sports media company ONE Championship, has partnered with international banking and financial services company HSBC.
The partnership will introduce a pilot project across Malaysia and Indonesia. The project will see HSBC partner with ONE Esports on a number of community tournaments and at least one major event in 2022.
European esports organisation Ninjas in Pyjamas (NIP) has collaborated with Swedish lifestyle brand A Good Company to launch a recycled water bottle.
According to the release, the partnership marks the beginning of a ‘sustainability-focused alliance’ between the two entities.
Amazon service Prime Gaming has reached an agreement with developer Riot Games to become a partner of the VALORANT Champions Tour EMEA for the 2022 season.
As a result of the deal, Prime Gaming will be integrated into VCT EMEA’s post-match highlights, as well as gain a number of advertising slots throughout the year.
European university Rocket League platform University Rocketeers has announced a partnership with developer Psyonix for its 2022 collegiate esports season.
The European University Rocketeers’ Championship (EURC) 2022 season will feature 40 of Europe’s top university Rocket League teams competing for a €10,000 (~£8,330) prize pool. In addition, EURC will also include six qualification spots for the Collegiate Rocket League (CRL) World Championship set to be held in June.
Esports tournament organiser ESL Gaming has announced an exclusive image licensing partnership with digital media licensing platform ESPAT.
The deal will see ESPAT become the official photo distribution partner of Intel Extreme Masters (IEM) and the ESL Pro League. The deal kicks off with IEM Katowice 2022 this week.
Danish esports organisation Astralis has secured a partnership with telecommunications company 3 (Three) for its newly-built Astralis Nexus facility in Copenhagen.
As a part of the partnership, 3 and Astralis will produce content and initiatives aimed at showing ‘positive gaming experiences’ to gamers, parents and the community. In addition, 3 will be the facility’s 5G network provider.