UK-based esports organisation Guild Esports has announced a partnership with sim racing peripherals manufacturer Fanatec.
As a result, Guild Esports will open a sim racing facility within its London headquarters.
The Guild Esports sim racing facility will feature eight state-of-the-art racing simulators featuring Fanatec products.
The value-in-kind partnership will also see the manufacturer’s logo appear across the organisation’s social media channels. In addition to acting as a sim racing facility, the space will also act as a Fanatec showroom with any sales providing Guild Esports with affiliate revenue.
According to a release, the facility will start generating revenue from the third quarter of 2023. Guild Esports says the expansion into sim racing will open ‘a range of new sponsorship categories’ for the organisation.
Guild Esports continues to host a range of partnership activations. In May 2023, it joined forces with telecommunications company Sky UK to launch a campaign raising awareness of the verbal abuse women in gaming face.
For Fanatec, the deal marks another organisation on its ever-expanding portfolio. The brand already collaborates with the likes of Red Bull Racing Esports and Formula One‘s annual esports championship.
Jasmine Skee, CEO of Guild Esports, spoke on the deal: “We’re delighted to partner with Fanatec and are proud to name them our Official Sim Racing Peripherals Partner.
“With Fanatec’s cutting-edge hardware and expertise, we are confident in our ability to create an exceptional sim racing facility that will not only generate revenue but also serve as a platform for showcasing the incredible potential of esports.”