Esports Insider and SMH Sports join forces to bolster Eastern Europe, Central Asia and Middle East

Esports Insider and SMH Sports

Esports events and media company Esports Insider has announced a strategic collaboration with SMH Global to focus on Eastern Europe, Central Asia and the Middle East. 

This strategic collaboration will fuse the expertise of both entities, as Esports Insider, a media company and largest and most prolific industry events operator in the industry, and distinguished brand under Sports Global, aligns forces with SMH Sports, an influential brand within SMH Global.

ESI Lisbon 2024

With its HQ based in Tbilisi, Georgia, SMH Global is a company that specialises in sports media, sports management and iGaming.

Sam Cooke, Co-Founder and Managing Director of Esports Insider, stated: “Collaborating with SMH Sports is a game-changer and we’re excited by the opportunity. 

“Having known and worked closely with Lasha (Machavariani) and his team in the past, I’ve no doubt in my mind they’ll be an excellent partner and moreover share our ambitions and company ethos. As Esports Insider, we’re thrilled to join forces and harness our collective energy to further develop the esports and esports-adjacent landscapes in these vibrant and opportunity-rich regions.”

Lasha Machavariani, Founder and CEO of SMH Global, said: “This partnership signifies the fusion of innovation and ambition. We’ve had a fantastic journey working on diverse projects with Esports Insider and with its parent company Sport Global in the past and present very successfully, and now, it’s time to elevate our synergy to unprecedented heights.”

ESJ long banner

The focus of this strategic alliance extends to regions such as Saudi Arabia, United Arab Emirates, Georgia, Uzbekistan and Kazakhstan. By leveraging SMH Global’s expansive network and Esports Insider’s media and events network and capacities, the collaboration aims to set new benchmarks, making esports even more of an integral part of the cultural fabric in these territories.

Machavariani emphasised: “We’re not just making a mark here; we’re creating a legacy. Our goal is to further stimulate the esports landscape in Eastern Europe, Central Asia and Middle East, and together become a central player within it, and with this collaboration, we’re geared up to turn that vision into reality.”

Cooke added: “We already have some exciting projects in the pipeline, and we can’t wait to get going. SMH’s experience is impressive, having formed a strong, exclusive partnership with the likes of Setanta Sports, so our both our hopes and confidence are high, but as always we‘ll look to be marked on the work and projects we deliver, rather than the statements and promises we make.”

Esports Insider