Key esports sponsorships and partnerships: July 2022

02 August 2022


Image credit: Esports Insider

Each month, Esports Insider runs through the biggest esports sponsorship and partnership news. Below is our list of the biggest stories from July 2022.

Last month saw multiple notable non-endemic brands secure deals with prominent esports entities. This includes the likes of Spotify, addias, GMC and Coca-Cola, among many others.

Interested in the narratives behind the news? Subscribe to The Dotted Line newsletter for a no-nonsense, bi-monthly analysis of the most important partnership stories — and the trends that lie behind them. Here’s a direct link to the last edition.

Spotlighted story:

Players paramount+ Creamcheese
Players+ protagonist ‘Creamcheese’, played by Misha Brooks. Image credit: Erin Simkin / Paramount+© CBS Television Studios

Esports Insider’s Jordan Fragen dives into the commercial brand strategy of Paramount+’s esports series Players.

Speaking to those involved in and around the mockumentary, the feature discusses why notable esports brands and organisations were involved, how the deals came about, as well as the business details behind these collaborations.

Image credit: ESL

Esports tournament organiser ESL has announced a partnership with audio subscription service Spotify.

As a result of the deal, ESL and Spotify will provide German CS:GO fans with exclusive podcasts and a range of music playlists. The partnership commenced at the ESL Pro League (EPL) Season 16 Conference in June, and will continue throughout Season 16 of the EPL starting on August 31st.

g2 esports partners with herman miller gaming
Image credit: G2 Esports

European esports organisation G2 Esports has announced a partnership with Herman Miller Gaming, a division of luxury furniture company Herman Miller.

The multi-year deal will see Herman Miller Gaming provide G2’s players with new chairs, tables and monitor arms from the brand’s portfolio.

Image credit: 00Nation

Norwegian esports organisation 00Nation has announced a partnership with global sportswear brand adidas.

As a result of the deal, adidas has become 00Nation’s main partner and will be the organisation’s official supplier of sports clothing and lifestyle apparel-wear. According to 00Nation, the organisation was introduced to adidas through a joint collaboration between adidas and Norwegian football club Vålerenga Football in 2021.

Image credit: Displate

Multinational esports organisation Team Liquid has announced a partnership with metal poster manufacturer Displate.

The deal will see both parties collaborate on a range of posters featuring content creators, Liquid’s mascot, and players from its League of Legends and VALORANT rosters.

Image credit: Burberry / Gen.G

Multinational esports organisation Gen.G has announced a partnership with high fashion brand Burberry.

As a result, the two brands will collaborate on a content series focused on women and inclusivity in esports. According to a release, the four-part content series will be hosted by content creator Emily Ghoul.

Image credit: BIG

German esports organisation Berlin International Gaming (BIG) has extended and expanded its existing partnership with HP‘s gaming brand OMEN.

As a result, the two parties will collaborate to promote diversity and develop talent in esports. The extension marks the fifth year of BIG’s partnership with OMEN.

Image credit: TSM

North American esports organisation TSM FTX has partnered with automobile brand GMC, a division of General Motors, the two parties announced today.

GMC will become the official automotive partner for the esports organisation, the first partnership GMC has ever made in esports. The GMC logo will be featured on all TSM jerseys as part of the partnership, which also includes content creation, events and custom branded merchandise.

(ESI Illustration) Image credit: Guild Esports, Coca-Cola

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.

lcs partners with hbo for house of the dragon release
Image credit: Riot Games

The LCS, Riot Games’ North American League of Legends competition, has announced a partnership with television network HBO.

The deal sees both entities work together to promote House of the Dragon, a new HBO Original series and the prequel to Game of Thrones. The LCS broadcast will feature unique elements and branding to coincide with the House of the Dragon full trailer release.

Image credit: PUBG, Subnation

Esports entertainment holding company Subnation Media has teamed up with game developer KRAFTON to become PUBG Esports Americas‘ Agency of Record (AOR) throughout 2022.

Subnation will be responsible for marketing planning and the execution of future PUBG: BATTLEGROUNDS esports events across North, Central and South America.

galaxy racer partners with empire to launch music label gxr records
Image credit: Galaxy Racer

Middle East-based esports and gaming company Galaxy Racer has announced a partnership with record label company EMPIRE.

As a result of the deal, both parties will work together to launch GXR Records, an independent music label based in Dubai. GXR Records will be led by Artist Manager Elia Mssawir and will focus on developing a roster of upcoming and established artists in the West Asia and North Africa (WANA) region.

Tom Daniels
Tom has been part of Esports Insider's team since October 2020 and is currently the platform's Editor. When not playing Football Manager, he enjoys reporting on the mobile esports scene as well as the betting sector.