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:
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.
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.
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.
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.
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.
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.
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.
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.
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 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.
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.
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.
