Each and every month, dozens of partnerships and sponsorships are announced in esports. It’s hard to keep track of every development if you don’t follow Esports Insider religiously, but even then, there’s a lot of content to consume.
To make things easier, Esports Insider has hand-picked a selection of the most impressive, surprising, and noteworthy deals that were announced in May 2020.
Sportradar tapped for Activision Blizzard’s franchised leagues
Activision Blizzard partnered with Sportradar to protect the integrity of its Call of Duty League and Overwatch League.
Sportradar will monitor the global betting activity of both leagues, reporting any potential breaches in an attempt to maintain integrity. It will also provide access to its specialised “intelligence and investigation services unit” and look to educate players on the risks and rules on betting.
Read the full article here.
Chicago Huntsmen dines with Popeyes sponsorship
NRG Esports-owned Call of Duty League franchise Chicago Huntsmen partnered with American multinational chain Popeyes.
The deal includes a jersey sponsorship, with Popeyes having its brand located on the chest of Chicago Huntsmen’s jersey.
Read the full article here.
Astralis Group enters three-year deal with hummel
Danish organisation Astralis Group established a “comprehensive” three-year sponsorship agreement with Danish sportswear brand hummel.
The deal initially includes Future FC and Origen, with Astralis’ involvement coming once its deal with Jack & Jones ends in mid-September.
Read the full article here.
Team Secret enters multi-year deal with HUYA
European organisation Team Secret established a multi-year a partnership with Chinese streaming platform HUYA.
As part of the deal, Team Secret’s players will stream on the platform. HUYA will also act as a jersey sponsor for the organisation.
Read the full article here.
Astralis Group banks on three-year deal with Lunar
Astralis Group, the parent organisation of Astralis, Future FC and Origen, established a three-year deal with banking application Lunar.
The partnership includes a branded payment card and digital content available exclusively for those who use the Lunar banking app.
Read the full article here.
PENTA looks the part with hummel deal
German organisation PENTA entered a partnership deal with Danish sportswear brand hummel.
As such, hummel began serving as the official clothing partner of the organisation and its sub-brands, PENTA 1860 and PENTA.BCON, on July 1st.
Read the full article here.
Call of Duty League partners with TeamSpeak in three-year deal
Activision Blizzard brought on TeamSpeak as the broadcast communications partner of the Call of Duty League.
The league will integrate TeamSpeak into all in-game communications through 2023, according to a release. The partnership will include a global digital marketing program comprised of online brand sponsorships and community campaigns.
Read the full article here.
T1 finds official display partner in Samsung
South Korean organisation T1 Entertainment & Sports established a partnership with South Korean electronics conglomerate Samsung.
The partnership will see all teams based at T1’s headquarters in Seoul use Samsung’s latest curved monitors. The deal will also see a range of promotional activities take place between Samsung and T1’s League of Legends team, featuring a meet-and-greet which will be hosted at an unspecified date.
Read the full article here.
DragonX drives away with McLaren Seoul partnership
McLaren Seoul partnered with Korean esports organisation DragonX (DRX), according to a tweet from the official DRX account on May 27th.
Terms of the deal have not been disclosed at the time of writing. This is McLaren’s first esports partnership, but luxury car brands are not new to esports.
Read the full article here.
ESL retains Pringles sponsorship for additional year
Tournament organiser ESL secured the support of Pringles as a sponsor for another year across its events in Germany, Poland, and the Nordics.
The Kellogg’s snack brand will continue to serve as an official partner of ESL National Championship events in the aforementioned countries.
Read the full article here.