Each month, Esports Insider — in collaboration with polling and analytics platform YouGov — collates the period’s key sponsorship and partnership news in esports.
YouGov’s expanded Global Fan Profiles (GFP) tool now enables sponsors, properties, and rights holders to monitor fan sentiment in esports on a global scale (32 key markets). The new GFP tool gives a view of fanbases around the world, providing data across 200 leagues, 50 events, 45 game titles and 2,000 teams in sport and esports. Subscribers can create side-by-side comparisons of individual game titles, leagues, events, tournaments, and team fanbases.
Readers can sign up to the platform here.
Last month we interviewed rap sensation bbno$ — pronounced ‘baby no money’ — about his new music agreement with the ESL Pro League Season 13 in CS:GO.
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 and Jannis Wenderholm, whom we also spoke with for the piece.
Read the interview here.
Esports Entertainment Group agrees Denver Broncos, Kraft Sports deals
Publicly listed gambling company Esports Entertainment Group (EEG) last month agreed partnerships with two massive companies — one with NFL franchise Denver Broncos, and another with Kraft Sports, owned by billionaire Robert Kraft.
In the former case, EEG will operate Madden NFL esports tournaments for the Broncos using EEG’s Esports Gaming League (EGL) platform. In the latter case, EEG will use the New England Patriots’s and New England Revolution’s marks to promote bi-annual esports tournaments on the EGL platform.
Click the corresponding links in the title to read more about each story.
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.
Subway branding will be featured on Guild team jerseys, across branded content, and throughout Guild’s London headquarters opening later this year.
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’s public image amid harassment claims and other controversies, according to a report from Dot Esports.
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.
Oakley announced the sponsorship of legendary esports athlete Seth ‘Scump’ Abner in early March. Oakley will be Scump’s official eyewear partner.
“It is an honour to be the first esports athlete on Team Oakley,” Scump said in a release. “I’m excited to introduce the brand’s offerings to my fans and engage with other athletes on their roster.”
North American esports org Evil Geniuses had a busy March, striking three separate partnerships — two of which were with alcoholic-beverage companies.
The first deal announced by EG was with Bud Light, making the company its official beer sponsor.
The second was with American brewery Elysian Brewing. Elysian will be EG’s official craft-beer partner. The companies have a custom video series planned titled ‘Open Space’.