Esports and sports betting company Rivalry has announced a partnership with professional VALORANT player Matthew “Wardell” Yu.
Yu and Rivalry will work on a number of campaigns aimed at activating his fanbase and the VALORANT community. This includes working on different types of content series’.
Yu is a former CS:GO professional, best known for his time at North American organisation Ghost Gaming. Yu retired from CS:GO to pursue a career in VALORANT, spending just under two years with TSM. The decision to partner with Yu came ahead of the new VCT season, and was affected in part by the fact that VALORANT is one of the most popular games to bet on for Rivalry.
The first content series from Yu and Rivalry will see him coach fans and give tips on how to improve VALORANT performance, as well as comment on the latest matchups and news within the VALORANT competitive scene. The series is yet to be named and officially announced.
Rivalry’s influencer roster consists of around 100 esports players and content creators. The company noted that it covers nearly a dozen markets, with steady activations and collaborative content efforts. In Rivalry’s own words, the company has taken a ‘Red Bull-esque’ approach to partnerships, meaning that it partners with a large number of high-profile individuals to raise awareness of its products.
Alongside teaming up with notable esports athletes, the bookmaker also has a significant partnership with Blacklist International that saw both parties enter the Dota 2 esports scene.
Rivalry’s Canada Marketing Director, Britt Doll, commented: “As a fellow Canadian and deeply respected professional player, Wardell was a perfect fit as we looked for a partner that aligned with our brand values of inspiring the next generation to win.
“We want to build the Red Bull of the internet, and that means partnering and working with individuals who are leaders in their respective games, communities, and cultures, and Wardell fits that bill.”