The first month of 2022 saw a multitude of esports partnerships announcements, ranging from renewals and extensions to brand new multi-year partnerships.
To keep everybody up to date, Esports Insider has compiled January’s most important sponsorship and partnership news in esports.
To read more about a story below, click the link in the corresponding title.
Spotlighted story
Team Vitality and adidas join forces to launch semi-pro team
French esports organisation Team Vitality has teamed up with global sportswear brand adidas for the League of Legends Open Tour 2022.
As part of the deal, Team Vitality will launch a semi-pro team called Yellow Stripes to compete in the tournament. Yellow Stripes will benefit from both companies’ performance infrastructure, moreover, adidas will provide a professional mentor for the team and design its jersey.
FlyQuest names Mastercard as financial partner for its LoL teams
North American esports organisation FlyQuest has named financial company Mastercard as the official financial services partner for its League of Legends teams.
Alongside the partnership announcement, Flyquest also revealed its new jerseys. Mastercard’s logo will be featured on FlyQuest’s League of Legends jerseys throughout the 2022 LCS Season.
KIA extends LEC partnership for 2022
South Korean automotive marque Kia Motors has extended its partnership with the League of Legends European Championship (LEC) for the 2022 season.
As a result, the marque has been named the LEC’s Main Automotive Partner for a fourth consecutive year.
G2 Esports partners with Kingston FURY
European esports organisation G2 Esports has announced a partnership with hardware brand Kingston FURY.
The partnership will see Kingston FURY become the G2’s official gaming memory and storage provider.
BIG partners with Philips OneBlade
German esports organisation BIG (Berlin International Gaming) has secured a partnership with men’s styling brand Philips OneBlade.
According to a release, OneBlade will become BIG’s official supplier for men’s styling gear and will provide BIG’s teams with styling products. Philips OneBlade branding will also feature on BIG’s 2022 League of Legends jersey.
Fnatic announces L’Oréal Men Expert partnership
European esports organisation Fnatic has announced a partnership with beauty and personal care brand L’Oréal Men Expert.
As a result of the deal, both entities will develop content and product activations centred around the newly created #PrepToPlay tagline. L’Oréal Men Expert’s logo will be featured on the back of Fnatic’s team jerseys.
KRC Genk Esports teams up with Razer
Belgian esports organisation KRC Genk Esports has announced a partnership with gaming peripherals brand Razer.
The deal will see the organisation exclusively use Razer products in training sessions, as well as in competitive matches. This includes audio and broadcasting equipment, console products, systems and chairs.
FACEIT and Kaspersky announce regional partnership
Esports tournament platform and tournament organiser FACEIT has announced a partnership with internet security company Kaspersky for Russian and German markets.
As a result of the agreement, individuals that buy Kaspersky’s Internet Security with Gaming Mode will be able to choose between FACEIT premium subscriptions or points, depending on the market.
Guild Esports signs £4.5m partnership with crypto exchange Bitstamp
British esports organisation Guild Esports has announced a three-year partnership with cryptocurrency exchange Bitstamp in a deal worth £4.5m.
According to the release, Bitstamp branding will be featured on Guild Esports’ jerseys and across digital content with the organisation’s content creators and players. Bitstamp’s logo will also be integrated into the Guild London headquarters, which is due to open in early 2022.
Version1 signs multi-year deal with eFuse
North American esports organisation Version1 has announced a multi-year agreement with esports platform eFuse.
As a result, eFuse has been established as Version1’s official strategic branding and competition partner. Moreover, the platform’s branding will be featured on Version1’s Rocket League in-game cosmetic add-ons.
Olympic Council of Asia partners with Tencent to promote esports in Asia
The Olympic Council of Asia (OCA) has announced a partnership with Chinese multinational conglomerate Tencent to help further promote the development of esports in Asia.
The partnership was announced during the Asian Electronic Sports Development Conference and MOU Signing Ceremony, which was held by OCA and the Asian Electronic Sports Federation (AESF).
ONE Esports and Samsung announce long-term partnership
ONE Esports, the esports venture of sports media company ONE Championship, has announced a long-term partnership with global electronics company Samsung.
As a result, the electronics company will develop a ONE Esports mobile app exclusively for Samsung devices across Southeast Asia.
BLAST Premier extends CS.MONEY partnership
CS:GO esports series BLAST Premier has extended its partnership with skin trading platform CS.MONEY, taking the collaboration to four years.
According to the release, the new partnership will be centred around ‘engaging esports and Counter-Strike fans’ by highlighting skins that are available to trade and purchase online.
Talon Esports partners with Logitech G
Hong Kong-based esports organisation Talon Esports has announced a partnership with the Thai division of gaming hardware manufacturer Logitech G.
As a part of the agreement, Talon’s Arena of Valor team will use Logitech G equipment for content creation, competitions and streaming. Logitech G branding will also feature on Talon’s jerseys.
Godsent enters multi-year partnership with GP Batteries
Esports organisation GODSENT has agreed a multi-year partnership with global battery manufacturer GP Batteries.
As a part of the agreement, GODSENT’s HQ in Malmo, Sweden will be renamed and rebranded as the GP Godsent Gaming Center. GP Batteries branding will also feature on GODSENT jerseys, and in all social media channels of the Swedish organisation.
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