North American esports venue company Allied Esports has announced the renewal of its naming rights partnership with peripherals brand HyperX.
The multi-year expansion focuses on the HyperX Arena in Las Vegas, part of the Luxor Hotel on the Las Vegas Strip. The arena’s name will continue to be HyperX Arena Las Vegas, and HP will outfit the venue with OMEN and HyperX products.
HyperX is a long-standing partner of the Esports Arena Las Vegas, with the first partnership agreed before the company was acquired by HP. The two parties extended the deal in 2021, and once again today. The venue is one of the earliest and most notable gaming venues in Las Vegas. Since opening in 2018, the arena has hosted more than 700 events and saw more than 1m visitors.
The extension of the partnership between HyperX and Allied Esports will again be focused on branding for the venue. However, the deal also includes activations in the arena focused on growing esports and gaming communities.
HP’s gaming-focused brand OMEN will update and equip existing gaming zones in the arena with PCs and monitors. HyperX, on the other hand, will provide gaming headsets, peripherals, and microphones for esports tournaments, events, and other uses in the arena.
Daniel Kelley, Director of Marketing, at HyperX, commented on the deal: “Allied Esports is a key partner for us, with their ability to deliver a best-in-class esports destination in a city that has become nationally known for its esports, sports, and entertainment.”
Allied Esports recently saw two prominent figures leave the helm of the company. In late 2022 its CEO Jud Hannigan departed Allied Esports and was replaced by Rob Proctor. Proctor has since also left the company, joining direct competitor Glytch in May 2023.