British esports organisation Horizon Union partners with Sorare

Horizon Union / Sorare
Image credit: Horizon Union / Sorare

British esports organisation Horizon Union has partnered with blockchain fantasy sports company Sorare.

The partnership will be based on Horizon Union’s FIFA esports players and team, with its creators delivering content for Sorare. There will also be digital and in-person activations and bespoke content for the Sorare platform.

Horizon Union is an esports organisation founded in 2017 by Kieran Wood and Will Mollett. The organisation says that it has a ‘creator-first’ business model and is focused on competing in FIFA and Apex Legends. In 2022, the company recently partnered with CTRL, a meal replacement brand.

The company was also acquired by Kairos Media in 2022, an agency best known for working with high-profile clients such as Heinz, KFC, JBL and others.

On the other hand, Sorare is a blockchain-powered fantasy esports platform that is based around trading cards in a number of sports. The company has officially licensed players from the Premier League, La Liga and the NBA. Sorare is also known for partnering with Lionel Messi, one of the greatest footballers of all time.

The partnership appears to be based in the United Kingdom, which makes sense given the location of Horizon Union. The two companies noted that the goal is to “build awareness, engagement and affinity with key football gaming communities in the UK”. To further emphasise this, the two companies noted that players who participate in the in-game league will have a chance to win Premier League tickets.

Horizon Union Co-Founder Will Mollett, commented on the deal: “We have seen Sorare skyrocket in the fantasy sports space, creating new and engaging experiences for fans from announcing Messi as an ambassador to partnering with the Premier League.

“We and our creators are thrilled to partner with Sorare to bring their unique football fan experience to gaming audiences together” 

Ivan Šimić
Ivan comes from Croatia, loves weird simulator games, and is terrible at playing anything else. Spent 5 years writing about tech and esports in Croatia, and is now doing it here.