Key esports sponsorships and partnerships, June 2021

In June, we saw a lot of interesting non-endemic partnerships that ranged from dog food and fitness to dating sites —a strong indicator that esports sponsorships and partnerships continue to diversify.

Each month, Esports Insider, in collaboration with YouGov — a data and analytics company that provides global consumer opinion and behavioural data — collates the period’s significant sponsorship and partnership news in esports.

YouGov recently expanded its Global Fan Profiles tool to monitor fan sentiment in esports, now enabling sponsors, properties, and rights holders to measure and track global consumer engagement in 32 key markets. This advanced tool provides timely, relevant data of fanbases around the world, covering 200 leagues, 50 events, 45 game titles and 2,000 teams across sports and esports. Subscribers can create side-by-side comparisons of individual game titles, leagues, events, tournaments, team fanbases, and much more.

Readers can learn more about Global Fan Profiles here.

Here are the key esports sponsorships and partnerships from June 2021. To read more about a story below, click the link in the corresponding title.

Spotlighted story

G2 Esports partners with fashion brand Ralph Lauren

Pictured: G2 Esports League of Legends star Rekkles. Photo credit: G2 Esports / Ralph Lauren

European organisation G2 Esports announced a partnership with luxury fashion brand Ralph Lauren.

As a result of the partnership, Ralph Lauren and G2 will launch a series of ‘digital-first’ activations on platforms such as TikTok and Twitch. Moreover, both entities will collaborate on ‘global campaigns’ and events.

Fnatic teams up with Freeletics to launch The Extra Mile Campaign

London-based esports organisation Fnatic announced a health-focused collaboration with AI-powered fitness coaching app Freeletics.

Fnatic’s CS:GO team will lead The Extra Mile Campaign, an initiative aimed to improve a player’s in-game performance by implementing Freeletics’s training methods.

Dignitas names Zytara Labs official NFT and playing card partner

Image credit: Dignitas

North American esports organisation Dignitas named Zytara Labs as its official partner for digital playing cards and NFTs.

The multi-year partnership will see Zytara Labs create a series of Dignitas NFT collections and playing cards on the DigitalBits protocol. Zytara will launch its NFT platform in Q3 2021.

Dignitas also named NYX Professional Makeup as the organisation’s official beauty partner. 

As a result, the cosmetics brand will build custom product placement integrations inside Dignitas’s Verizon 5G Gaming Center in Los Angeles and its Headquarters in New York City. 

Ford Models joins Esports Fashion Week

Image credit: Esports Fashion Group

Esports Fashion Group announced that legacy fashion agency Ford Models will take part in the pilot Esports Fashion Week, set to launch in Q3 2021.

Ford Models will produce a line of original content in and around Esports Fashion Week through its newly launched esports and gaming talent division.

Gravitas names Scratch as pet partner for 2021 season

Image credit: Gravitas

Australian esports organisation Gravitas announced pet food brand Scratch as its official pet partner for the 2021 season.

As part of the deal, Gravitas will launch the Gravitas Scratch Dog Jersey, an activation that allows fans to submit dog photos that could potentially be included on the team’s jersey.

ONE Esports unveils SEA collab with Tinder

Image credit: Tinder, ONE Esports

ONE Esports, the esports venture of sports media company ONE Championship, announced a partnership with social dating app Tinder. 

As a result of the deal, Tinder will introduce a series of experiences to Mobile Legends: Bang Bang (MLBB) fans across Southeast Asia, which will be accessible through the app.

Liga NFA partners with TikTok to broadcast the Free Fire tournament finals

Credit: Liga NFA

Brazilian independent Free Fire tournament Liga NFA partnered with short-form video platform TikTok to broadcast the league’s Season 5 Finals.

TikTok has been named as Liga NFA’s official broadcast partner for the event, which will commence on June 27th. The tournament will also be broadcast on Booyah! and Youtube.

Twitch Rivals NA and Pizza Hut present Friday Night Bites series 

Credit: Pizza Hut

Pizza chain Pizza Hut was named as the official marketing partner for Twitch Rivals North America.

As a result of the collaboration, Pizza Hut will bring back its live gaming series Friday Night Bites as a monthly live stream on Twitch.

Esports Entertainment Group scores marketing partnership with New York Rangers

Image credit: MSG

Esports Entertainment Group (EEG) has been named the official esports tournament provider of NHL ice hockey organisation The New York Rangers, owned by Madison Square Garden Sports Corp (MSG Sports).

As part of the deal, EEG will operate three New York Rangers-themed esports tournaments, utilising its Esports Gaming League brand and platform.

Belong confirms Houston as first US venue, partners with PlayStation, Mavix and more

Photo credit: Belong

Belong Gaming Arenas, a subsidiary of esports and tech company Vindex, announced it will roll out ‘hundreds’ of ‘experimental’ gaming centres across the U.S.

In addition, Belong will collaborate with PlayStation, OMEN by HP, ViewSonic, and Mavix to equip these gaming centres.

FaZe Clan unveils limited-edition collection with Takashi Murakami

North American esports organisation FaZe Clan partnered with Japanese artist Takashi Murakami to produce a limited-edition collection of gaming and esports merchandise. 

The collection, which includes an esports jersey and multiple mousepads, features Murakami’s signature flower pattern and was available exclusively on the NTWRK app on June 28th.

DoorDash becomes naming rights partner of LCO

Credit: LCO

Oceanic League of Legends competition, the League of Legends Circuit Oceania (LCO), announced a naming rights partnership with delivery platform DoorDash.

The league, which is operated by ESL Australia, will now be known as the DoorDash League Of Legends Circuit Oceania (DoorDash LCO) for the remainder of 2021.

Panini partners with LVP to release Superliga sticker album

Image credit: LVP

Sticker and trading card company Panini announced a digital Superliga sticker album in collaboration with tournament organiser LVP. 

The Superliga album includes pages of the teams that will be participating in the Spanish League of Legends regional competition. The sticker album will feature players and coaches, as well as the shields of the teams, their kits, or the stadiums from where they play the matches.

Aim Lab named player development platform for Rainbow Six Siege Esports

Game publisher Ubisoft has named FPS performance platform Aim Lab as its official player development platform for Rainbow Six Siege Esports

The multi-year partnership will see Aim Lab provide Rainbow Six Siege players with access to its scientific training platform. Moreover, players can use its machine learning technology to deliver analysis and insights regarding player performance.

Envy Gaming teams up with ProFlowers and USAA

North American esports organisation Envy Gaming announced two new partnerships with insurance brand USAA and internet commerce retailer ProFlowers.

According to the release, both brands will create activations with Envy Gaming. Moreover, the new partners will be integrated into Envy’s content, promotions, or future live events.

Schalke 04 partners with mattress company Emma

Image credit: Schalke 04 Esports

Schalke 04 Esports, the competitive gaming division of German football club Schalke 04, formed a partnership with mattress firm Emma – The Sleep Company.

According to the organisation’s announcement video, Schalke 04 Esports players will be provided with Emma Motion smart beds. Moreover, Emma will provide scientific data to help the team improve their sleep schedules. 

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