Spanish esports and sports club DUX Gaming has partnered with consumer electronics company MediaMarkt Spain.
MediaMarkt Spain will become DUX Gaming’s new technological partner and will be featured in various activations.
As DUX’s new partner, MediaMarkt Spain will produce joint content with the club. The partnership also includes a presence on DUX’s virtual kit in EA SPORTS FC 24, which will be available soon.
DUX Gaming was founded in 2018 as an organisation competing in sports and esports. The club has notable investors, including footballers Thibaut Courtois and Borja Iglesias, as well as NBA Champion Marc Gasol.
DUX’s esports teams compete in sports simulation games, such as EA SPORTS FC and NBA 2K. Furthermore, the club raised €3m (~£2.59m) in funding to support its expansion into Latin America.
In the past, DUX Gaming has collaborated with several esports stakeholders. The club launched an expansion team in Mexico with the NBA 2K League and partnered with Formula One esports team Williams Esports.
Most recently, DUX announced sports brand PUMA as a new technical sponsor across its esports and sports divisions.
MediaMarkt is a German multinational seller of consumer electronics founded in 1979. The company has participated in esports activations in the past. These include a deal with ESforce Esports Holding Company and sponsoring esports tournaments, such as the DTM Esports Championship.
DUX Gaming is not the only organisation to intersect sports and esports this year. In June, Swedish esports venue company FUZED launched a series of youth tournaments in CS:GO and football. Last month, Ukrainian footballer Oleksandr Zinchenko created esports organisation Passion UA alongside former NAVI coach Mykhailo Blahin.
Carlos Garcia Trillo, Marketing Director of MediaMarkt Spain, commented on the partnership with DUX: “At MediaMarkt we want to continue investing in the world of esports and gaming, so this alliance with DUX is one more step in our strategy both to remain in the top of mind of customers, as to contribute to the industry.”