Misfits Gaming Group has signed a company-wide exclusive partnership agreement with gaming peripherals manufacturer MOUNTAIN. The deal will see all MGG teams including its Overwatch League and Call of Duty League franchises. According to a release, this is MOUNTAIN’s first deal with an esports team....
French esports organization Team Vitality signed a partnership agreement Thursday with Garmin built around promoting the company’s new esports edition smartwatch. Team Vitality and Garmin will join forces to further develop the product. The Instinct Esports Edition watch features a function dedicated to analyzing biometric...
The LEC has announced a new national partner in German insurer LVM Versicherung. The company will sponsor the German LEC broadcast this season, with the campaign planned to be built around the slogan “LVM Versicherung – your Carry!” The phrase will be coupled with the...
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...