Esports News

LEC announces partnership with Marriott Bonvoy

The League of Legends EMEA Championship (LEC) has formed a partnership with international hotel chain Marriott Bonvoy. As a result of this agreement, Marriott Bonvoy will be the Official Hotel Partner for the 2024 LEC Finals Roadshow, which will be held in Munich, Germany. The partnership will allow LEC fans who join Marriott Bonvoy’s loyalty program to receive an exclusive digital collectable chest and key, unlocking in-game items. Additionally, spectators attending the LEC Finals in Munich can purchase an exclusive hotel package that includes unique merchandise.

The LEC continues to attract a variety of non-endemic brands to its partnership portfolio. In the past, the league has partnered with food delivery service Uber Eats and renewed its existing deal with LG UltraGear. READ MORE

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Esports World Cup partners with KitKat

KitKat has entered into a collaboration with the Esports World Cup, a multi-game esports tournament series taking place in Saudi Arabia. This partnership aims to promote KitKat's 'Have a Break' philosophy, emphasizing the significance of taking breaks during extended gaming sessions. The brand will also set up a booth at the Esports World Cup, offering a variety of products to spectators.

This is not KitKat's first venture into esports, as it had previously renewed its partnership with Riot Games' LEC and EMEA Masters tournaments, and esports organization GIANTX. The Esports World Cup, scheduled from July 4th to August 25th, 2024, will showcase a broad array of games including League of Legends, Street Fighter 6, EA Sports FC 24, and more. KitKat joins a comprehensive list of partners for the event, including multinational conglomerate Sony and Saudi Arabian megaproject Qiddiya. READ MORE

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FIFAe World Cup transitions to Rocket League

FIFA has revealed that the FIFAe World Cup will return with a twist - teams will now compete in the vehicular soccer game Rocket League. This new tournament will serve as FIFA's official esports tournament for the foreseeable future. The shift from traditional football games to Rocket League is significant, as FIFA no longer has an official game since Electronic Arts moved on with the EA FC series.

The upcoming event will be open to all players through the official FIFA website. The selection of nations will be based on the number of representatives from each country in the previous Rocket League Majors. FIFA also mentioned that member countries will have the opportunity to host their own qualification tournament to find the players that will represent each country. READ MORE

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Adidas becomes official merchandise sponsor of the Esports World Cup

Adidas has teamed up with the Esports World Cup, a multi-game esports tournament organized by the Esports World Cup Foundation in Saudi Arabia. As part of this collaboration, Adidas will serve as the official merchandise sponsor for the event, offering an exclusive clothing line for the players. This partnership marks Adidas' continued expansion in the esports industry, following its recent collaboration with North American organization 100 Thieves.

Adidas is joining a diverse group of partners for the event, which includes the Esports Awards, Barn’s Coffee, and KitKat. READ MORE

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Gen.G launches its own wine brand

Gen.G, a multinational esports organization, has unveiled its own wine brand, GenRang Wine, in collaboration with Korean wine company Allvintage Wine. The products will be exclusively available in Korea at launch. This marks the first time an esports organization has released a wine, distinguishing it from other drinks companies in esports, such as the energy drink brand Juvee by 100 Thieves.

The GenRang wine is part of Gen.G's ongoing efforts to connect with its audience as the average age of viewers increases across esports titles. Gen.G, a dominant force in Korean esports, particularly in the League of Legends scene since 2018, continues to expand its portfolio. Most recently, it expanded its academy infrastructure with a new building near its headquarters in Seoul. READ MORE

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ALDI France partners with Shikenso Analytics

ALDI France has joined forces with Shikenso Analytics to evaluate their sponsor exposure within the esports industry. In 2020, ALDI France made its initial foray into the French esports and gaming scene by collaborating with renowned teams such as Team Vitality, Solary, and LFL. Their joint efforts focused on developing dietary plans to enhance player performance during training.

Building on this commitment, ALDI France further solidified its presence in esports in 2023 by participating in the creation of Gentle Mates, a venture launched by popular influencers Squeezie, Gotaga, and Brawks. Recognizing the need for data-driven strategies, ALDI France turned to Shikenso Analytics. Shikenso will not only measure ALDI’s brand exposure and performance but also provide exclusive event reports. By tracking sponsorships with esports teams like Team Vitality, Gentle Mates, and Solary, ALDI aims to foster long-term relationships and optimize its partnerships. READ MORE

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