Esports partnerships and sponsorships highlights for August 2020
Dozens of esports partnerships and sponsorships are announced every month. It’s difficult to keep track of every development unless you follow Esports Insider religiously, but even then there’s a lot of content to consume.
To make things easier, Esports Insider has handpicked a selection of the most impressive, surprising and notable deals announced in August 2020.
T1 expands twitch streaming alliance in multi-year deal
T1 Entertainment & Sports, the joint venture between SK Telecom and Comcast Spectacor, has signed an expanded streaming deal with Twitch.
The exclusive multi-year agreement, which previously focused solely on T1’s League of Legends team, now extends to all of the organization’s players and content creators.
LCS dines in partnership with Buffalo Wild Wings
Riot Games announced that the League of Legends Championship Series (LCS) has partnered with major restaurant chain Buffalo Wild Wings.
This partnership makes Buffalo Wild Wings the official sports bar of the LCS and gives BWW access to the LCS trademarks for advertising with games broadcast over BWW’s OT Network, an in-bar channel with exclusive content.
Honda confirmed as the first in-game LCS banner partner
Honda will be the first League of Legends Championship Series (LCS) brand partner to step into the game itself, Riot Games announced.
The goal was to replicate the stadium signage found in traditional sports stadiums. At launch, Mastercard and Alienware were the first two partners to sign up for the new banner ads. Most regions were left to their own devices when it came to branding the banners.
TD Bank enters the sport by sponsoring the Toronto Defiant
OverActive Media announced that it has signed an agreement to make TD Bank the official bank for its Overwatch League franchise, the Toronto Defiant.
This is the first esports partnership for TD Bank, aka Toronto-Dominion Bank, which is one of the largest banking groups in Canada and also operates in the United States.
VIE.gg acquires naming rights in enhanced Dignitas deal
North American organization Dignitas extended its deal with publicly traded esports betting company VIE.gg.
Under the new terms of the agreement, VIE.gg acquired the naming rights to Counter-Strike: Global Offensive listing from Dignitas; the team will now be known as “Dignitas VIE”.
VIE.gg sponsors the jersey by Dignitas for CS:GO, in addition to naming rights, with its logo front and center – just above a large “DIG” emblem – with red accents. In addition, the bookmaker will conduct “strategic digital and physical activations” with Dignitas targeting the New Jersey marketplace, a location it first targeted in June.
Call of Duty League finds a mobile partner in Sony Xperia
Activision Blizzard has selected Xperia by Sony as the official mobile partner for its Call of Duty League franchise.
The partnership was activated on August 21 when on-air talent from the Call of Duty League – ahead of day three of the playoffs – competed in the “Mobile Special Exhibition” in Call of Duty: Mobile.
League of Legends Esports signs multi-year deal with Cisco
Riot Games announced that it has partnered with multinational technology conglomerate Cisco for League of Legends eSports.
Through the multi-year partnership, Cisco will become the official enterprise networking partner of League of Legends eSports. Cisco will be bringing multiple upgrades to Riot Games’ flagship title, including an update to The Realm, the private game server used for the League of Legends World Championship, Mid-Season Invitational, and All-Star Event .
Allied Esports and GRID Enter Multi-Year Betting Licensing Agreement
Esports entertainment company Allied Esports has partnered with esports data provider GRID to enter into a multi-year licensing deal.
The agreement sees GRID’s data solution integrated into the event, providing real-time data to bookmakers and sports betting platforms. It is also the first time Allied Esports has offered the use of its data and video rights to enhance consumer betting.
Pittsburgh Knights partners with SeolHaeOne Prince parent company APE
SeolHaeOne Prince’s parent company, Absolute Power eSports (APE), has partnered with North American organization Pittsburgh Knights.
The multi-year deal sees the Pittsburgh Knights and APE “establish operations in South Korea and the United States,” with the teams seeking to earn a spot in the new LCK.
League of Legends Esports partners with Spotify for music hub and podcasts
Riot Games announced a partnership with Spotify to make the audio streaming service the exclusive audio streaming partner of League of Legends Esports.
The multi-year partnership focuses on League of Legends’ three annual international events: the Mid-Season Invitational, the All Star Event, and of course, the World Championship.
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