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This month has seen a long list of partnerships announced or renewed between Australian esports organizations and a wide range of sponsors. That’s typical for this time of year, but the diversity of new entrants to the esports scene makes it feel like yet more progress for the local industry.
Some organizations are seeing long-term extensions to existing partnerships, while others open the door to new partner verticals – including major local retailers, flight agencies, and even one with one of the biggest entertainment brands on the planet.
With a major new esports venue also opening its doors in March, which has announced its own major partnership with Dell Technologies, there’s a positive feeling in the region for the growing maturity and visibility of esports in 2020.
Every month The Esports Observer presents the biggest esports business news in Oceania (Australia, New Zealand), including investments, acquisitions, sponsorships, and other major news from the region.
The Chiefs Land Regional Marvel Partnership
The Chiefs Esports Club has landed one of the most impressive sponsorship deals in the history of the region, with the announcement of a new two-year partnership with Marvel. The partnership covers The Chiefs activations and new co-branded merchandise within the ANZ region.
“This … will redefine what can be achieved in the market and make a significant impact on video game and esports events moving forward. We are all about developing the next generation of gamers and fans of esports through creating these unique experiences.” said The Chiefs’ CEO Nick Bobir.
Marvel has worked with esports teams in the past, announcing a strategic partnership with Team Liquid back in June 2019, which most visibly featured co-branded team jerseys based on Avengers characters including Captain America and Iron Man.
The Chiefs also announced a new sponsorship deal with HyperX. The deal covers peripherals, memory, and storage hardware.
The Chiefs have teams competing in five esports, including League of Legends, Counter-Strike: Global Offensive, Rocket League, Fortnite, and Street Fighter V, as well as a content creator team. The organization’s existing partnership list includes Logitech, Boost Mobile, Aorus, online tech retailer Mwave, and pre-packaged meal service YouFoodz.
Legacy Esports Announces New And Returning Sponsors For 2020
Legacy Esports has announced two major sponsors for 2020, with one returning for a third year, while a new non-endemic joins the esports scene for the first time.
The organization announced that Samsung is renewing its partnership for a third year in 2020, with the technology company supplying SSDs and gaming monitors while also featuring on the team’s jerseys.
Major Australian retailer Harvey Norman is the most surprising new arrival. The announcement says the homewares, electrical, and technology retailer will feature on the front of team uniforms and will sponsor all Legacy Esports Fortnite video content.
Legacy Esports is owned by the Adelaide Crows AFL football club, with the organization also owning the META High School Esports program. Other sponsors include Razer, telecommunications provider Optus, and team wear supplier Full Hammer.
MEO Confirms OPL Split 2 Final And Warcraft 3 Tournament
Melbourne Esports Open has announced further details for its 2020 incarnation, after it was revealed that the event would host the Australian Intel Extreme Masters CS:GO event in 2020 and beyond. The event has officially announced that it will again host the League of Legends Oceanic Pro League Split 2 final, while also announcing a new Warcraft 3: Reforged tournament.
In past years MEO has hosted an Overwatch Contenders final, but that has not been announced for this year and the format changes suggest the playoffs will conclude prior to MEO taking place. Other past events include a Rainbow Six Siege Invitational and a Fortnite competition with public signups during MEO, but neither have been announced for 2020.
A third arena known as the JB Hi-Fi Game On Zone will also return in 2020, which last year featured a stage for the finals of high school esports competitions as well as breakout areas for FGC competitions hosted by Battle Arena Melbourne organizers and StarCraft II competitions.
The Melbourne Esports Open will take place August 22-23.
Oddity Esports Partners With Flight Centre
Oddity Esports has announced a new sponsorship deal with travel agency Flight Centre. The partnership will see Flight Centre branding included on Oddity team and streamer uniforms in the year ahead, as well as making the team’s domestic and international travel arrangements.
Flight Centre Travel Group operates travel agencies across 23 countries. Oddity Esports fields pro players and teams across Fortnite, PUBG, and Mortal Kombat 11.
GGWP Academy Online Training Service Launches
An esports and game streamer coaching service has launched in Australia, GGWP Academy. The service offers video tutorials on the basics of becoming a streamer and the ways to advance efforts over time.
At launch, programs are available across streamer, recorded content and esports athlete options. The announcement says further streams will launch in the future for shoutcasting, podcasting, and esports writing programs.
The esports specific programs will aim to teach athletes how to get noticed by teams, how to create online presence, and legal and accounting fundamentals to help them understand treating their career as a business opportunity.
According to CEO Jacqueline Garrett, later in 2020 the academy will launch a marketplace to connect gamers and sponsors, including ranked metrics for streamers to show their potential value to brands.
The startup was initially devised through the IeAD Sports Accelerator program in Berlin, and has formed an “education partnership” with Logitech, as well as associations with mogul.gg and Nice Cactus online tournament platforms.
Fortress Melbourne Esports And Gaming Venue To Open March 13
New esports arena and gaming bar, Fortress Melbourne, has announced it will open its doors to the public on Friday March 13. The venue is located in the heart of the Melbourne CBD over three levels inside a high-end shopping centre, Emporium Melbourne.
Fortress Melbourne features a 200-seat esports stadium, named Alienware Arena through a technology partnership with Dell Technologies. It is a convertible space that is utilized as part of an esports bar and gaming area when stadium events are not taking place.
The complex holds a 24/7 trading license and expects to open at late hours to host viewing parties for major events taking place in other parts of the world. As well as its esports focus it aims to attract a diverse gaming crowd into a tavern-style bar that includes space for casual console and tabletop gaming.
Fortress says it will host its own calendar of esports events as well as be available for rent to other organizers. The E-League FIFA 20 championship is scheduled to run its finals series in the Alienware Arena on May 9.
