UK-based esports organisation Guild Esports has announced a one-year extension of its partnership with fast food sandwich franchise Subway.
The partnership extension and expansion will see Subway’s branding featured on the shirts of Guild’s professional and academy rosters. According to the release, the new partnership will provide Subway with high visibility across different events and tournaments.
Guild Esports and Subway initially partnered back in 2021, when a ‘multi-million-pound deal’ was brokered between the two brands. The large-scale partnership made Subway one of the major partners for the David Beckham-backed organisation. The deal was most prominent through the Subway Future Talent Series, a grassroots esports initiative aimed at underprivileged gamers in the UK.
Although details of the new deal are relatively scarce, the two brands announced that it will last for at least one year, and that Subway branding will feature on the jerseys of all Guild Esports rosters. With the company making more moves into simulation racing and acquiring a CS2 roster in 2023, Guild now competes in men’s and women’s CS2, sim racing, Fortnite, EA FC and Street Fighter.
Jasmine Skee, CEO of Guild Esports, commented on the deal: “To be partnered with such an iconic brand with Subway’s level of global reach is a testament to Guild’s longevity as an esports organisation – and as we step into 2024 in multiple new esports titles including CS2 and Street Fighter 6, we’re overjoyed that Subway have shown such trust and support of our vision as an industry disruptor in the esports space.”
The updated partnership marks the latest move in a very interesting year for Guild Esports. After a bittersweet start of the year financially, the company made several big moves, notably entering simulation racing, CS2, Street Fighter and raising several rounds of investment. The company also signed partnerships with the likes of hummel and SecretLab.