Global esports tournament organiser and holding company ESL FACEIT Group (EFG) has announced a partnership with the Cannes Lions International Festival of Creativity.
The deal will see the company become the exclusive partner of the festival’s Entertainment Track, which will recognise gaming for the first time.
Taking place from June 19th-23rd, the Cannes Lions is centred around other forms of entertainment including television and film. The 2023 festival will feature the inaugural Entertainment Lion for Gaming, an award celebrating ‘creative excellence’ within the industry.
As an exclusive partner of the festival, ESL FACEIT Group will present a range of awards that highlight brand experiences involving gaming, live broadcasts and branded content. Winners of the awards will be announced on June 20th.
The deal marks another partnership for ESL FACEIT Group’s portfolio following its purchase by Saudi Arabian government-backed Savvy Gaming Group in January 2022.
In recent months, the company has completed the acquisition of esports technology company Vindex and launched a €500,000 sim racing series in collaboration with sim racing platform RENNSPORT.
Rodrigo Samwell, Chief Commercial Officer at ESL FACEIT Group, spoke on the deal: “Gaming and esports are no longer on the sidelines of entertainment. With more than three billion gamers and over $200 billion in revenue, gaming is already larger than the movies and music industries combined.
“We are very proud that a prestigious organisation like Cannes Lions recognises gaming and esports. At EFG we connect some of the largest brands in the world to gaming communities and with this partnership, we want to inspire brands out there about how to connect with the gaming audience in a creative, authentic, and meaningful way.”