David Beckham-backed British esports organisation Guild Esports has added to its commercial portfolio with the addition of performance technology manufacturer Hyperice.
The one-year deal will see Hyperice gain exclusive naming rights to Guild’s recovery room situated within its HQ. Moreover, the manufacturer will provide its recovery and wellness technology for the organisation’s players and athletes.
Hyperice becomes Guild Esports’ second sponsor signed this month following a one-year deal with The Coca-Cola Company. The organisation’s other partners include the likes of Bitstamp, Razer, Samsung, Subway and HyperX.
Hyperice has traditionally partnered with traditional sports entities — ranging from sports clubs to athletes. Tottenham Hotspur, Manchester City footballer Erling Haaland, and Grand Slam tennis champion Naomi Osaka have all teamed up with the manufacturer.
Health and well-being have become a growing emphasis within the esports sector over the last couple of years as the industry begins to professionalize.
As such, a multitude of esports organisations have secured partners that emphasise these values. This includes the likes of Misfits Gaming Group, NRG and Rogue — the latter of which has teamed up with Hyperice.
Regarding the partnership, Kal Hourd, Chief Executive of Guild Esports, commented: “Physical wellbeing is a key component of in-game performance in esports, and with this deal, Guild’s roster of athletes will have access to the very best in sports recovery technologies. At the same time, we look forward to helping Hyperice increase its exposure to the huge esports audience worldwide.
“Our pipeline of potential new business with leading advertisers and major brands remains strong, and we look forward to announcing more deals in due course.”
Similarly to Guild’s recent deal with Coca-Cola, financial details of Hyperice’s contract were not revealed. Moreover, any additional details, such as activations, have not been released.