Irish organisation Phelan Gaming has rebranded as Munster Rugby Gaming as part of a partnership with Munster Rugby.
The organisation is looking to expand into becoming a “global gaming lifestyle brand” that still represents Ireland and its esports audience.
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Previously known as Phelan Gaming, the organisation competes in Riot Games and DreamHack’s UKLC – the official League of Legends competition for the United Kingdom and Ireland.
Ciaran “Wings” Walsh, Owner of Munster Rugby Gaming, commented on the rebrand in a release: “We’re incredibly proud to announce this partnership to bring our own esports efforts to the next level while also partnering with a well-established Irish Rugby team, giving us the opportunity to further develop our talent and furthermore engage Munster’s passionate fans.”
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Munster Rugby Gaming has hired Jonas V. Schurmann from Valgard Media as its Chief Marketing Officer. Schurmann previously worked with the likes of Electronic Arts, Google, and GIGABYTE – though, most recently, he was in charge of esports marketing strategies at MSI in the UK and Ireland.
Ian Flanagan, CEO of Munster Rugby, commented on the partnership: “Esports is a fast-growing sports market that attracts a multitude of supporters of all ages. In seeking new ways to bring Munster Rugby to a wider audience at home and abroad, we identified the strong performances of Phelan Gaming and we’re excited to be able to partner with them and feel there is a great potential for all involved.”
Esports Insider says: Rugby doesn’t have its own esports title so this approach makes the most sense for Munster Rugby to enter the space. Having a pre-existing, respected organisation like Phelan Gaming under your banner is a good move.