Guild Esports announces multi-million-pound Subway deal

by | Mar 26, 2021 | Commercial, Games, Gaming, Latest News, Markets, Partnerships & Sponsorships, UK

British organisation Guild Esports has announced a two-year sponsorship deal with sandwich franchise Subway.

The multi-million-pound agreement will cover 55 EMEA (Europe, the Middle East and Africa) markets. Additionally, Subway branding will be featured on Guild’s team jerseys, across the organisation’s branded content, and throughout its London headquarters opening later this year.

Photo credit: Guild Esports

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The exact figure has not been disclosed, however, Guild will receive the amount in four equal cash instalments over the 24-month period. The partnership will also see Subway become the organisation’s official quick-service restaurant partner.

Carleton Curtis, Executive Chairman of Guild Esports, commented: “We are incredibly proud to partner with Subway, an iconic global brand and the world’s largest submarine sandwich franchise.

“This partnership is particularly exciting as we are completely aligned with Subway’s commitment to helping people make better choices.”

According to the release, Subway will also support young gamers through Guild’s academy system. As an academy partner, the sandwich franchise will provide educational content focused on nutrition.

Curtis added: “It is our shared values that will provide a strong foundation for Subway’s unique relationship with our Academy, which provides opportunities and education to the next generation – from career opportunities to health and wellbeing. We look forward to deepening our partnership with Subway for the long term.”

RELATED: Guild Esports signs two-year deal with HyperX

Subway joins HyperX as Guild’s latest sponsor. In October, the organisation announced a ‘three-year, £3.6m sponsorship deal’ with an unknown financial-technology. However, that firm has still yet to be revealed. 

Louise Wardle, Vice President Marketing EMEA at Subway, said: “At Subway, we have been looking at different ways to connect with younger audiences, but wanted to do so authentically, with more than just a logo. 

“We’re thrilled to be partnered with Guild Esports, which goes far beyond the typical esports company. Its world-first Academy is completely unique, offering the opportunity for young gamers to harness their passions, build skills and fulfil their dreams.”

Esports Insider says: This is a significant deal for Guild Esports. To secure a multi-million-pound deal after only being in operation since 2019 is an impressive feat and is a testament to Guild’s ability to market itself and the team they’ve put in place. It’ll be intriguing too to see exactly how the international sandwich franchise brand is incorporated into the organisation’s London HQ when it opens too, in-house Subway counter anyone? 

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