Beckham-backed UK esports organisation Guild Esports has announced a one-year sponsorship with multinational beverage corporation The Coca-Cola Company.
According to a release, the partnership will be centred around ‘unique experiences’. However, exact details of what the sponsorship will include, or which Coca-Cola assets will be promoted, have not been disclosed.
The value of the sponsorship has also remained confidential, but Guild has revealed the deal will be payable in cash.
The last few months have been an eventful and turbulent period for the UK esports organisation. Last month, Guild reported a loss of £4.96m, and saw its staff numbers drop significantly from 45 to 30. In July, Kit Brunswick joined the organisation as its Safeguarding and Wellbeing Lead.
On the competitive front, Guild Esports recently secured multiple high-place finishes across its esports teams. Over the last few weeks, the organisation finished second place at the FIFA eWorld Cup and Gamers8’s Rocket League tournament. Moreover, Guild placed seventh at the VCT Stage 2 Masters Copenhagen.
Regarding the new partnership, Kal Hourd, Chief Executive of Guild Esports, said: “Guild is signing up some of the world’s most respected brands and we are very proud to welcome Coca-Cola as a sponsor and partner.
“They want to collaborate with Guild because we deliver great entertainment and memorable experiences for a millennial, hard-to-reach audience in one of the fastest growing segments of the sports entertainment industry.”
Guild claimed in the release that it is the first-ever European esports organisation to secure a global sponsorship deal with Coca-Cola. Nevertheless, this isn’t the beverage company’s first foray in competitive gaming. Most notably, the beverage company was named a founding partner of Wild Rift esports in March 2022.