![\"Esports](\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2021\/03\/ESI-END-OF-MONTH-FEATURE-1320x660px-SPONSORSHIP-AND-PARTNERSHIPS.png\")
<\/p>\n<\/p>\n
Each month, Esports Insider \u2014 in collaboration with YouGov<\/a>, a data and analytics company that provides global consumer opinion and behavioral data \u2014 collates the period\u2019s significant sponsorship and partnership news in esports.<\/span><\/p>\n YouGov recently expanded their Global Fan Profiles tool to monitor fan sentiment in esports, now enabling sponsors, properties, and rights holders to measure and track global consumer engagement in32 key markets). This advanced tool provides timely, relevant data of fanbases around the world, covering 200 leagues, 50 events, 45 game titles and 2,000 teams across sports and esports. Subscribers can create side-by-side comparisons of individual game titles, leagues, events, tournaments, and team fanbases and much more.<\/span><\/p>\n Readers can learn more about Global Fan Profiles<\/span> here<\/span><\/a>.<\/span><\/span><\/p>\n Last month we interviewed rap sensation bbno$ \u2014 pronounced \u2018baby no money\u2019 \u2014 about his new music agreement with the ESL Pro League Season 13 in CS:GO.<\/span><\/p>\n Bbno$ is the first artist that newly founded music label OFFMETA represents. OFFMETA, focused on brokering relationships between musicians and the esports and gaming sector, was launched last month by Line Rindvig<\/strong> and Jannis Wenderholm<\/strong>, whom we also spoke with for the piece.<\/span><\/p>\n Read the interview here<\/a>.<\/span><\/p>\n Publicly listed gambling company Esports Entertainment Group (EEG) last month agreed partnerships with two massive companies \u2014 one with NFL franchise Denver Broncos, and another with Kraft Sports, owned by billionaire Robert Kraft.<\/span><\/p>\n In the former case, EEG will operate Madden NFL esports tournaments for the Broncos using EEG\u2019s Esports Gaming League (EGL) platform. In the latter case, EEG will use the New England Patriots\u2019s and New England Revolution\u2019s marks to promote bi-annual esports tournaments on the EGL platform.<\/span><\/p>\n Click the corresponding links in the title to read more about each story.<\/span><\/p>\n British esports org Guild Esports last month announced a two-year sponsorship deal with Subway. The agreement will encompass 55 EMEA (Europe, Middle East and Africa) markets.<\/span><\/p>\n Subway branding will be featured on Guild team jerseys, across branded content, and throughout Guild\u2019s London headquarters opening later this year.<\/span><\/p>\n Alienware will end its partnership with Riot Games 10 months early following sexual-harassment allegations against Riot CEO Nicolo Laurent. Alienware cited concern with the game developer\u2019s public image amid harassment claims and other controversies, according to a report from Dot Esports.<\/span><\/p>\n In August 2018, Kotaku reported numerous allegations of sexism and sexual harassment at Riot. In December 2018 Riot suspended Chief Operating Officer Scott Gelb after a report surfaced detailing allegations of inappropriate conduct.<\/span><\/p>\n Oakley announced the sponsorship of legendary esports athlete Seth ‘Scump’ Abner in early March. Oakley will be Scump’s official eyewear partner.\u00a0<\/span><\/p>\n “It is an honour to be the first esports athlete on Team Oakley,” Scump said in a release. “I\u2019m excited to introduce the brand\u2019s offerings to my fans and engage with other athletes on their roster.”<\/span><\/p>\n North American esports org Evil Geniuses had a busy March, striking three separate partnerships \u2014 two of which were with alcoholic-beverage companies.<\/span><\/p>\n The first deal announced by EG was with Bud Light<\/a>, making the company its official beer sponsor.<\/span><\/p>\n The second was with American brewery Elysian Brewing<\/a>. Elysian will be EG’s official craft-beer partner. The companies have a custom video series planned titled ‘Open Space’.<\/span><\/p>\n Thirdly was POINT3<\/a>, a performance-apparel company based in Atlanta, Georgia.\u00a0<\/span><\/p>\n European esports org MAD Lions, owned by OverActive Media, has partnered with automobile manufacturer SEAT.\u00a0<\/span><\/p>\n The partnership will include broad-range advertising, in-person and digital activations, and original content creation.<\/span><\/p>\n Enthusiast Gaming, parent company of esports org Luminosity Gaming, last month announced a partnership with TikTok. TikTok will leverage Enthusiast\u2019s platform of esports communities to further integrate the app into the esports and gaming sector.<\/span><\/p>\n Enthusiast Gaming recently announced the launch of esports news platform Upcomer, which is a merger between Upcomer and Daily Esports \u2014 both of which were already owned by Enthusiast.<\/span><\/p>\n Last month, media holding company and tournament organiser WePlay Esports announced three separate partnerships.<\/span><\/p>\n The first was with esports data platform GRID. WePlay will provide in-game data to GRID during its tournaments to support \u2018fair and open play\u2019.<\/span><\/p>\n The second to be announced was with sport streaming service DAZN to broadcast the 2021 WePlay Ultimate Fighting League on the platform.<\/span><\/p>\n Thirdly, WePlay Esports partnered with bookie 1xBet \u2014 despite previous controversy involving 1xBet. In 2019, the Gambling Commission wrote to Tottenham Hotspur, Chelsea FC and Liverpool FC to cut ties with the bookie after a Sunday Times report surfaced connecting 1xBet to betting on children\u2019s sports, cockfighting, and a pornographic casino. 1xBet was prohibited from operating in Britain after the report was released.<\/span><\/p>\n Nevertheless, 1xBet also agreed a global betting partnership<\/a> with ESL last month.<\/span><\/p>\n
\nSpotlighted story<\/span><\/h2>\n
bbno$ discusses esports collaboration following OFFMETA launch<\/span><\/h3>\n
![\"bbno$](\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-19-at-08.53.44-696x416-605e1749a7043.png\")
\nEsports Entertainment Group agrees Denver Broncos, Kraft Sports deals<\/span><\/h4>\n
![\"Broncos](\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2021\/03\/Broncos_EEG_EGL-WINNING_TEAM.jpg\")
\nGuild Esports announces multi-million-pound Subway deal<\/span><\/h4>\n
![\"\"](\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2021\/03\/GUILD-Subway-Group041-1.jpg\")
\nAlienware ends Riot Games partnership amid sexism controversy<\/span><\/h4>\n
![\"Nicolo](\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2021\/03\/riot-ceo-laurent.jpg\")
\nOakley sponsors Scump<\/span><\/h4>\n
![\"Scump](\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2021\/03\/hnh.png\")
\nEvil Geniuses strikes POINT3, Elysian, Bud Light partnerships<\/span><\/h4>\n
![\"Evil](\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2021\/03\/Evil-Geniuses.jpg\")
\nMAD Lions partners with SEAT<\/span><\/h4>\n
![\"\"](\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2021\/03\/Screenshot_1-605e01113fa9e.jpg\")
<\/p>\n
\nEnthusiast Gaming partners with TikTok<\/span><\/h4>\n
![\"Enthusiast](\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2021\/03\/Enthus.jpg\")
<\/p>\n
\nWePlay Esports secures DAZN, GRID, 1xBet partnerships<\/span><\/h4>\n
![\"WePlay](\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2021\/03\/WePlay-Esports-x-1xBet.jpg\")
\n