Each month, Esports Insider — in collaboration with YouGov, a data and analytics company that provides global consumer opinion and behavioural data — collates the period’s significant sponsorship and partnership news in esports.

Key esports sponsorships and partnerships, April 2021

YouGov recently expanded its Global Fan Profiles tool to monitor fan sentiment in esports, now enabling sponsors, properties, and rights holders to measure and track global consumer engagement in 32 key markets. This advanced tool provides timely, relevant data of fanbases around the world, covering 200 leagues, 50 events, 45 game titles and 2,000 teams across sports and esports. Subscribers can create side-by-side comparisons of individual game titles, leagues, events, tournaments, team fanbases, and much more.

Readers can learn more about Global Fan Profiles here.


Spotlighted story:

BMW Esports creates ‘Heroes of Rivalry’ manga, presents OG Esports as new partner

Screenshot credit: BMW Esports

BMW Esports, the esports division of German automotive company BMW, unveiled ‘Heroes Of Rivalry’, a manga series featuring its United in Rivalry team partners.

BMW Esports’s United in Rivalry partners include Cloud9FNATIC, FunPlus PhoenixG2 Esports and T1.


100 Thieves collaborates with Cash App to launch Cash Card

North American esports organisation 100 Thieves has collaborated with Cash App to launch the 100 Thieves Cash Card. According to the release, the cash card will cost $5, with $1 of every card purchased being donated to charity organisation Gamers Outreach.


Rocket League strikes Lamborghini partnership

Image credit: Psyonix

Rocket League developer Psyonix announced a partnership with Italian car manufacturer Automobili Lamborghini in April.

Lamborghini will sponsor the Rocket League Championship Series (RLCS) X Lamborghini Open and a new event titled the ‘Battle of the Bulls’.


ESL and Intel renew long-term partnership, both parties look to invest $100m in esports

Image credit: ESL

Esports organiser and production company ESL Gaming renewed its partnership with Intel last month.

According to the release, the renewal, which is set to commence in 2022, will see both entities invest over $100m (~£71.95m) in esports up until, and including, IEM Katowice 2025.


Elisa Esports partners with Relog Media, Funspark and GRID to create shared CS:GO structure

Eisa esports

Finnish tournament operator Elisa Esports joined forces with Relog Media, Funspark and esports data platform GRID in April, to create a $2.7m (~£1.95m) international CS:GO series with a shared tournament structure.

According to the release, the competition will include the Elisa InvitationalHome Sweet Home, and Funspark tournament series. The series will run across the 2021 and 2022 seasons.


Brain HP launches into esports with multiple partnerships

Credit: Nature’s Bounty

Health supplement Brain HP by Nature’s Bounty last month announced partnerships with esports org Counter Logic Gaming and franchise teams New York Excelsior, Atlanta FaZe, and Florida Mutineers.

Brain HP also teamed up with pro players and influencers such as Kyle ‘Bugha’ Giersdorf (Fortnite solos world champion), Kristen ‘KittyPlays’ Valnicek and Joedat ‘VoyBoy’ Esfahani.


Team Nigma secures long-term Etihad Airways partnership

Credit: Team Nigma

Abu Dhabi-based esports organisation Team Nigma last month announced a long-term partnership with Etihad Airways. The partnership marks the latter’s first foray into esports.


Betway expands MIBR partnership, joins forces with female CS:GO team

Photo credit: MIBR / Betway Esports

Online bookmaker Betway last month expanded its existing deal with Brazilian esports organisation MIBR by joining forces with its female Counter-Strike: Global Offensive (CS:GO) team. The deal will see MIBR Female and Betway collaborate on a range of activations.


Dignitas and Voodoo Ranger IPA brew partnership

Voodoo Ranger Dignitas Partnership
Photo credit: Voodoo Ranger / Dignitas

American esports organisation Dignitas announced New Belgium Brewing Company’s IPA brand Voodoo Ranger as its official beer partner. The companies will collaborate on new content. 


Evil Geniuses announces Coinbase partnership

Evil Geniuses Coinbase

North American organisation Evil Geniuses last month announced a partnership with the cryptocurrency company Coinbase.

The collaboration will see Coinbase become a shirt sponsor for the organisation’s teams in CS:GO and Dota 2, as well as its FGC rosters.


Esports venue in Warsaw renamed ‘ESPOT powered by Mercedes-Benz’

Mercedes-Benz Illuminar Gaming ESPOT Partnership
Original-image credit: ESPOT

The Polish branch of automobile manufacturer Mercedes-Benz inked a partnership with Polish esports org Illuminar Gaming, and is now the title sponsor of esports and gaming venue ESPOT Gaming Concept in Warsaw, Poland.


Guitar manufacturer Jackson partners with LCS and PENTAKILL

Image credit: LCS / Jackson

Riot Games announced a ‘global collaboration’ between US-based guitar manufacturer Jackson and Riot’s virtual metal band PENTAKILL. Click the link in the title to learn more.


Kinguin named lead sponsor for Polish CS:GO team Anonymo

Anonymo Kinguin
Logo credits: Kinguin, Anonymo

Gaming marketplace Kinguin returned to the Counter-Strike: Global Offensive (CS:GO) esports scene by sponsoring new Polish organisation Anonymo.

Kinguin’s branding will be featured on Anonymo player jerseys, and the companies will collaborate on activations including CS:GO tournaments and Kinguin community events.


Knights and Beautyblender join forces to host female-only VALORANT series

North American org Knights announced a partnership with makeup brand Beautyblender. The companies will host a female-only VALORANT tournament series titled Knights’ Sakura Cup.

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