UK-based esports organisation Guild Esports has announced it has expanded its existing multi-million-pound sponsorship deal with telecommunications company Sky.
According to a release, Guild Esports will receive an increased sponsorship fee for the second and third years of its three-year deal with Sky, which was first announced in September 2022.
Sky’s Sky Glass streaming TV has become the Official Television partner of the organisation as a result of the expansion. In addition, the Sky Glass brand and its streaming TVs will feature within the organisation’s London headquarters.
Alongside equipping Guild Esports’ headquarters with Sky Glass devices, Sky has invested a ‘six-figure’ sum to refurbish the Sky Guild Gaming Centre. The venue, which is currently used by the organisation’s players to practice, will feature improved branding and upgraded facilities for players, coaching staff and content creators.
Since partnering in 2022, Sky and Guild Esports have collaborated on various initiatives. The ‘No Room for Abuse‘ campaign highlighted verbal abuse women gamers face, meanwhile, the ‘Sweat Box’ tournament revealed Guild’s expansion into Street Fighter.
Aside from expanding its deal with Sky, Guild Esports continues to consolidate its position as one of the UK’s largest esports organisations. In June 2023, it completed a £600,000 funding round to expand into sim racing and secured a deal with gaming furniture brand Secretlab.
Jasmine Skee, CEO of Guild Esports, spoke on the news: “It’s an exciting day for Guild as we sign Sky Glass as our Official Television Partner. Since first partnering with Sky in September 2022, our relationship has flourished, and we have collaborated on successful campaigns, events and tournaments that have grown both the Guild and Sky brands.
“With our shared vision and commitment to esports excellence, we are setting the gold standard for partnerships in the esports realm.”