Professional esports organisation Guild Esports has announced a three-year global sponsorship agreement with media, entertainment and telecommunications company Sky.
The deal, which is Sky’s first-ever agreement with an esports organisation, sees the company become David Beckham-backed Guild Esport’s official premier partner.
Sky will gain exclusive naming rights to the company’s head office facility in London’s Shoreditch, becoming Guild’s official HQ partner. In addition, it has been appointed as its official Wi-Fi and broadband partner, and the official network provider.
Sky’s branding will appear prominently on Guild’s team jersey which will be worn for the first time by Guild X, Guild’s all female Valorant team, when they play in Riot’s Game Changer tournament.
Branding will also be displayed across both the interior and exterior of the HQ, which will be renamed the Sky Guild Gaming Centre. Sky’s full-fibre broadband and Wi-Fi will also drive Guild’s internet and telecoms communications links across the organisation as well as for its academy and fanbase engagement.
“It’s great that Guild Esports has a fantastic new partner in Sky“
DAVID BECKHAM, GUILD ESPORTS INVESTOR
The sponsorship agreement is one of the biggest ever esports sponsorship deals signed in Europe and is Guild Esport’s eighth revenue-generating sponsorship signed by the company since its IPO on the London Stock Exchange.
Rory Moran, Director of Global Partnerships at Guild Esports, said, “We are incredibly proud to welcome Sky to Guild in their first major partnership in esports. Attracting a global media and entertainment powerhouse like Sky is testament to Guild’s successes to date and plans for the future – in a partnership which will continue to drive us to the highest levels of performance in competitive esports.
“Our collective vision for success, shared values and commitment to driving the esports sector forward makes this one of the most exciting partnerships in global esports.”
Stephen van Rooyen, EVP & CEO, UK and Europe at Sky, added, “Sky transformed the way families watch TV, now we want to transform the gaming experience. In esports every second counts, so Sky’s full fibre broadband will be perfect for Guild’s gaming HQ. Speed and reliability, hallmarks of Sky’s broadband service, will give the Guild team and gamers across the nation the edge over the competition.”
David Beckham, investor in Guild Esports, commented, “It’s great that Guild Esports has a fantastic new partner in Sky and I’m pleased to welcome them to the Guild family.”
