Esports promoter Gginity has announced a "strategic partnership" with MediaCom Sport & Entertainment, with the aim of the partnership being to identify and progress opportunities for esports sponsors.
MediaCom, of which Sport & Entertainment is a branch, has already got a number of big clients such as Sony and Allianz, and Gfinity are hoping that MediaCom can help them "maximise the commercial value of [their] assets and leverage the brand and consumer insights to attract a wide range of partners."
MediaCom's Head of Sport & Entertainment Misha Sher, said: "Esports is one of the fastest growing sports in the world, especially with the much sought-after millennial audience. Gfinity has been one of the early trend setters in the sport and the Elite and Challenger Series have the foundations to become the biggest competitions in the world. As an agency that has always been at the forefront of trends and innovation, it's a privilege for us to partner with Gfinity who we believe will be the world's leading esports producer and operator."
Neville Upton, the Chief Executive of Gfinity, added: "Our ambition is to develop a world class esports competition that provides an unparalleled experience for competitors, partners, and fans. Partnering with MediaCom Sport & Entertainment at the launch of the Elite Series will ensure that we create the most attractive and engaging environment for partners, many of whom are eager to get involved with the sport. Our colleagues at MediaCom work alongside some of the world's biggest brands and have a unique understanding of how esports can offer an environment in which to engage with millions of their core consumers."
Do you think that we'll see more partnerships of this nature in esports moving forward?