Each month, Esports Insider recaps the biggest esports sponsorships and partnerships from the month prior. Below is our list of the biggest partnerships from August 2023.
This August saw major sponsorship deals from BMW Group, HSBC UK, Gillette, Spain’s Andalusia tourism board, Plutus and more.
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Spotlighted story:
Esports insider announced HSBC UK and EXCEL ESPORTS as headline partners of its pitch investment competition The Clutch, which returts at ESI London 2023 on October 19th.
The Clutch sees startups in the esports, video game and creator economy industries compete live via investment pitches, with winners walking away with £3,000 cash. Additional prizes will be provided by HSBC UK and EXCEL ESPORTS, the Official Incubator Partner University of Warwick’s Creative Futures, and the Official Community Marketing Partner Socially.
BMW Group Middle East, the Middle East branch of German automotive marque BMW, partnered with MENA-based esports organisation Nigma Galaxy.
As a part of the agreement, BMW Group Middle East will provide the organisation with resources and expertise to develop local esports talent and promote esports on a global scale. The marque said it aims to expand its presence within the esports industry through the deal.
Razor company Gillette and gaming peripherals brand Razer teamed up to launch a limited-edition series of Razer-branded grooming products.
Consumers will be able to purchase the GilletteLabs with Exfoliating Bar razor equipped with Razer’s triple-headed snake logo and acid green trademarks. Products will be sold both online and in stores, starting from the end of August.
North American esports and gaming company Misfits Gaming Group announced a partnership with Spanish esports organisation Team Heretics for the Call of Duty League (CDL).
The partnership will see Misfits’ Florida Mutineers Call of Duty League franchise be rebranded to the Miami Heretics. Moreover, Team Heretics will become an equity partner in the franchise, with Mutineers’ branding being retired.
Game developer Riot Games announced a partnership with Spanish regional government Junta de Andalucía for VALORANT Champions 2023.
As a result, the government’s Department of Tourism, Culture, and Sports promoted the region of Andalucía during the season-ending VALORANT event. During the event, the tourism branch of Andalucía was featured in the English broadcast feed.
Spanish esports organisation Giants Gaming partnered with Spanish regional government Junta de Andalucía to promote the tourist destination during VALORANT Champions 2023 — just two days after the destination also partnered with organisers Riot Games.
Giants’ players wore Andalucía branding on their jerseys during the event, which took place in Los Angeles in August. The two parties will also work on digital and in-person activations during the next year.
UK esports organisation Lionscreed secured a ‘six-figure’ headline sponsorship with London-based fintech company Plutus. Lionscreed’s COO Dale Adams said the deal would enable the organisation to launch “a multitude of projects and tournaments.”
Separately in August, Lionscreed also launched Project Guardian, an initiative with several UK educational institutions to help with training and career development of young people looking to get into esports.
American military-focused non-profit organisation United Service Organisations (USO) and the National Football League (NFL) announced the third edition of its Salute to Service Showdown event.
The event will see active duty, reserve and National Guard members of the United States military compete in EA SPORTS Madden NFL 24 between September and November 2023.
Danish esports organisation Astralis secured a three-year partnership with electronics retail company Elgiganten. Astralis and Elgiganten will launch a number of initiatives that aim to benefit Danish and Nordic fans and gamers, including planned activations, events and meet and greets with Astralis’ Counter-strike rosters.
Also in August, Astralis partnered with building material provider STARK for Danish fan activations in the form of a travelling gaming truck.
Multinational esports organisation Gen.G partnered with potato product manufacturer Idahoan Foods for the launch of the company’s new line of snacks.
As a result of the partnership, the all-new Idahoan Potato Shreds will be the focal point of various Gen.G fan activations at upcoming gaming and esports conventions, including PAX West and DreamHack Atlanta.
