UK-based organisation Guild Esports has announced its second sponsorship deal since its London Stock Exchange debut in October, partnering with gaming peripherals brand HyperX.
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According to a release, the contract value — which has not been disclosed — is ‘in line with [Guild’s] expectations at the time of IPO’.
Guild will receive 75 percent of the consideration in cash, in equal amounts over two years. The remaining 25 percent of the contract value will be provided through gaming hardware for Guild’s pro players, content creators, and academy students.
It was also announced that HyperX will fit out the company’s headquarters in London as part of the deal. Moreover, Guild is announcing its results for the previous financial year tomorrow (Friday, January 29th).
Paul Leaman, Vice President at HyperX EMEA, commented: “HyperX has supported esports for over a decade, from grassroots to pro players and major tournaments, ensuring our quality gaming gear from headsets, keyboard and mice enable gamers to reach their full potential. We are very excited to welcome Guild to the HyperX family and look forward to supporting their teams on the way to victory.”
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HyperX is now the exclusive peripheral partner of Guild and will promote its brand and products through placement in live streams of the organisation’s players and content creators. HyperX’s brand will also be promoted through other types of content, tournaments, and marketing initiatives.
Carleton Curtis, Executive Chairman of Guild Esports, added: “We are delighted to partner with HyperX. Their brand is indispensable to gamers and we look forward to helping them address the rapidly growing audience for esports worldwide.
“Thanks to the growing interest in esports from leading advertisers and major brands, our pipeline of potential new business continues to expand, and we look forward to announcing more deals in due course.”
Esports Insider says: Guild made the headlines repeatedly in the second half of 2020 — some positive (and justified), some arguably overblown (David Beckham’s involvement being the main catalyst). Even if Guild’s brand didn’t warrant a closing market cap of more than £40m, one thing is indisputable: decisions they have made since then have been astute. Content, choice of esports titles, and now partnerships: Guild is using the heavy investment it received, and is doing everything right.
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