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Guild Esports signs ten-year lease for Guild Academy and HQ

British esports organisation Guild Esports has signed a ten-year lease for its Guild Academy and global HQ. The 9,831 square-foot facility will open in Shoreditch, London in Q2 2022 and will contain a 'state-of-the-art'...
EXCEL Esports Tim Reichert

From Schalke to EXCEL: Tim Reichert’s story of growing high-potential teams

Tim Reichert’s name might not be all that familiar to most esports fans in Europe, but his work and legacy certainly are. One of the founders of SK Gaming, former Head...
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EPIC.LAN and Overclockers UK extend partnership

UK-based gaming and esports event organiser EPIC.LAN has extended its partnership with hardware retailer Overclockers UK for a second consecutive year. As a result, the retailer will remain the headline sponsor for its events that...
Guild bitstamp partnership 4.5m

Guild Esports signs £4.5m partnership with crypto exchange Bitstamp

British esports organisation Guild Esports has announced a three-year partnership with cryptocurrency exchange Bitstamp in a deal worth £4.5m.  According to the release, Bitstamp branding will be featured on Guild Esports' jerseys...
EXCEL and JD Sports

EXCEL partners with sports fashion retailer JD SPORTS

British esports organisation EXCEL Esports has secured a partnership with UK-based sports fashion retailer JD SPORTS. As a result of the partnership, JD SPORTS branding will be prominently featured across EXCEL's team...
L'Oreal and Fnatic partnership

Fnatic announces L’Oréal Men Expert partnership

European esports organisation Fnatic has announced a partnership with beauty and personal care brand L’Oréal Men Expert. As a result of the deal, both entities will develop content and product activations centred...

Midnite appoints two former Rivalry social and content executives

UK-based bookmaker Midnite has appointed two new backroom hires as the company looks to further its social and content offerings. Louis Corps and Harry Layton will join Midnite as the company’s VP...

The Esports Observer CEO Chris Hana steps down to join Epics Collectibles

Christopher Hana, the Co-Founder and Chief Executive Officer of The Esports Observer, has announced he is stepping down from his position at the news media platform to join the Epics Collectibles’...

X7 Esports partners with SureFire

Isle of Man-based organisation X7 Esports has announced a partnership with peripherals brand SureFire.  According to the release, the Verbatim Europe-owned peripherals brand will be the sole sponsor of X7 Esports' upcoming...
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The Dotted Line: Top esports sponsorships & commercial deals of 2021

Commercial deals underpin the esports industry; sponsorship is our bread and butter. For many companies in the sector, after all is said and done, commercial sponsorships are what define the bottom...