British soft drink brand Lucozade Sport has announced its entrance into esports by joining forces with English non-league football club Hashtag United. The deal will see Lucozade Sport become the front-of-shirt sponsor for the club’s in-game kit in FIFA 21. Credit: Hashtag United RELATED: Stevenage FC partners with Rival to launch FIFA...
The League of Legends European Championship (LEC) has named Nestlé chocolate brand, and returning sponsor, KitKat as its main partner for the 2021 season. Activations will include a continuation of KitKat’s ‘Even the Biggest Champ Needs A Break’ campaign with a 30-second spot entitled ‘MISSION CONTROL’. The deal was brokered...
Former Liverpool FC CEO Peter Moore has joined video game development platform and technology firm Unity Software as its new senior vice president and general manager of sports & live entertainment. It is unclear just exactly what Moore will be doing at Unity as of...
Spanish esports organisation Vodafone Giants has welcomed Nestlé noodle brand MAGGI FUSIAN as its latest partner. As a part of the agreement, MAGGI’s range of oriental noodles will be positioned as a ‘benchmark brand’ in Vodafone Giants’ broadcasting channels, as well as promoted on its social media. Image Credit: Vodafone...
Learfield IMG College has a new vice president of esports. Eric Hartness, a former VP of marketing for Bandai Namco, is the first to be named to the newly created position at the company. Learfield IMG College, which made its way into the college esports...
When Epic Games’ Fortnite first came out of the gate in 2018, it became a cultural phenomenon unlike just about anything we had seen before. Children and adults alike were enthralled with the emotes and dances portrayed inside the game. Now, after initially seeding the...
New partnerships that esports teams have struck with major labels like Universal and Warner Music show a burgeoning relationship between the esports and music industries — one that builds on an already strong culture of music within the competitive gaming space. Universal has launched an...
Las Vegas, D.C., and Charlotte are among the markets being speculated as possible expansion destinations for Call of Duty League, but commissioner Johanna Faries doesn’t rule out Europe getting into the mix either, reports Sports Business Journal’s Adam Stern. While Faries would neither confirm nor...
Computer hardware and peripherals company Corsair Gaming (NasdaqGS: CRSR) filed a preliminary S-1 form with the Securities and Exchange Commission (SEC) regarding the sale of 7.5M shares of its common stock. According to the document, the offering consists solely of shares offered by selling stockholders....
Let’s take a look at some of the upcoming changes in Dota 2. The new Dota Pro Circuit has just begun. That’s why Valve decided it’s time to update the watch tab that you can find inside the clients. Now, it will give you access to...