Middle East-based esports and gaming company Galaxy Racer has announced a partnership with Mashreq Bank, the oldest privately owned bank in the United Arab Emirates.
The year-long partnership will primarily focus on a content series as well as a number of Mashreq-sponsored gaming tournaments in the region. Mashreq’s branding will also feature on all Galaxy Racer’s team jerseys.
This is the first partnership between Mashreq and an esports brand. Moreover, it is the first time a partnership between a bank and a gaming brand has occurred in the MENA region. According to Mashreq, the partnership came from the desire to ‘speak to the next generation’ by creating digital activations.
The two companies plan to create a joint content series that will feature 10 of the region’s top content creators, according to Galaxy Racer.
The second part of the agreement is tied to a series of community tournaments that the two brands will organise together. The first event in the series is the Neo NXT Rocket League Championship, which carries the name of Mashreq’s digital banking brand, Neo NXT.
Galaxy Racer has been making waves in both the MENA region and worldwide. The company has recently invested $25m into cryptocurrency brand QUINT and expanded to the United States through its HER Galaxy brand. Galaxy Racer also announced a new regional HQ in Southeast Asia and is behind the first professional esports league in Pakistan.
Ahmed Abdelaal, Group CEO at Mashreq, commented: “Esports is witnessing incredible growth across the Middle East, which is helping to drive the region’s gaming industry to the multi-billion dollar sector it has become today.
“Our innovative, digital-focused Neo NXT proposition targeting the SMART teens (12-18) resonates with the gaming community, positioned for internet savvy connected generation, to suit their lifestyle on the go.
