eSports

Guild Esports appoints MediaCom S&E to support global partnerships strategy

Published

6 years ago

August 13, 2020

Reading Time: 2 minutes

Guild Esports (Guild), the global esports business headquartered in London, today announces the appointment of MediaCom Sport & Entertainment (MediaCom S&E) as the Company’s first consultancy delivering Guild’s commercial partnerships strategy.

Guild’s appointment of the esports division of MediaCom, one of the world’s leading media agencies, will support the Company across all aspects of its commercial proposition, development, and global go-to-market strategy for its commercial partners.

Guild Esports, which is co-owned by David Beckham, is bridging the gap between sports and esports with an academy-powered model and a brand that celebrates and harnesses the diverse and tribal loyalty of esports enthusiasts on a global scale. The Company’s ambition is to build a culture of excellence around both its brand and digital presence and to develop a lifestyle cross-over brand suited to the fast-growing esports market. Globally esports is currently valued at US$1.1bn and is projected to grow by 42% to US$1.56bn by 2023.

Guild welcomes MediaCom S&E as an accomplished agency with a proven track record and a wealth of partnerships and esports expertise that will enhance and strengthen the appeal of Guild’s expanding business. Guild’s appointment of MediaCom S&E dovetails with the agency’s recent expansion of its gaming business following recent work with Tencent, one of the world’s largest investors into esports broadcasting and publishing, alongside Cartier, Piaget and Richemont.

Carleton Curtis, executive chairman at Guild, commented: “We are excited to be working with MediaCom to spearhead Guild’s partnerships strategy. Their wealth of experience within the tech sector and their understanding of our core channels makes them a perfect fit in supporting the growth and establishment of Guild as one of the leading players within esports.”

Michelle Tierney, Director of Commercial Partnerships at Guild, said: “We are at a pivotal moment with Guild poised for accelerated growth. This is an exciting time to welcome MediaCom S&E who can build on the momentum of our launch, foster partnerships and bring Guild to new audiences across the globe.”

Misha Sher, global VP of MediaCom S&E, said: “We are delighted to be partnering with Guild at the beginning of their exciting journey. The popularity and appeal of esports as a cultural phenomenon continues to grow and Guild are perfectly positioned to capitalize on the momentum. Operating at the intersection of media, technology and culture, we know what’s required to attract commercial partners in a new, digitally led world. We thank Guild for their trust and look forward to helping them build one of the industry’s leading organisations.”

Guild’s inaugural teams for EA FIFA Esports and Rocket League debuted earlier this year and the Company will continue to scale into various esports disciplines over the course of the 2020/21 season. Guild’s professional athletes can also expect to compete in the popular title Fortnite.

Brazil

Esportes Gaming Brasil exec calls for ‘responsible sponsorship’ at BiS Brasília

Published

5 hours ago

June 4, 2026

GamingAmericas.com

esportes-gaming-brasil-exec-calls-for-‘responsible-sponsorship’-at-bis-brasilia

Esportes Gaming Brasil director Hugo Baungartner used a panel appearance at BiS Brasília (Brazilian iGaming Summit) to argue that sports and cultural sponsorships should be measured by their long-term impact, not just brand visibility. Baungartner spoke during the session “A Importância dos Patrocínios e das Leis de Incentivo para a Sustentabilidade do Esporte e da Cultura.”

During the debate, Baungartner said sector maturity requires a long-term approach that turns sponsorships into platforms for relationship-building and local ecosystem development, connecting with fans, consumers and communities.

He highlighted the group’s sports partnerships with Corinthians, Ceará, Náutico and Ferroviária, as well as support for Brazilian cultural events including Carnaval, São João and the Festival de Parintins. Baungartner said major events can move entire supply chains by boosting tourism, commerce and job opportunities, and pointed to the importance of working with local suppliers and professionals in Parintins to expand the positive impacts of sponsorship spending.

Baungartner also addressed challenges in Brazil’s regulated betting market, saying consolidation depends on governance, integrity and consumer protection, alongside efforts to combat illegal operators. He said advances in provider regulation and stronger financial traceability mechanisms are important steps to limit unauthorized activity and improve user security.

“Patrocínio responsável é aquele que cria conexão real com o público e deixa legado no território. No esporte e na cultura, isso significa investir com governança, transparência e propósito, fortalecendo um ecossistema que gera renda, emprego e oportunidades”, afirmou.

The post Esportes Gaming Brasil exec calls for ‘responsible sponsorship’ at BiS Brasília appeared first on Americas iGaming & Sports Betting News.

eSports

Team Vitality and Fulllife Unveil a New FPS Jersey for the Valorant Masters London and IEM Cologne Major 2026

Published

1 day ago

June 3, 2026

Wladimir P.

team-vitality-and-fulllife-unveil-a-new-fps-jersey-for-the-valorant-masters-london-and-iem-cologne-major-2026

Team Vitality has unveiled its new “FPS Jersey,” specially designed for IEM Cologne 2026 and the VALORANT Masters 2026 in collaboration with its apparel partner Fulllife. Conceived as a strong symbol of ambition, performance and legacy, the jersey features an exclusive central crest and introduces a bold visual evolution for the club.

After making history on Counter-Strike, Team Vitality is celebrating its FPS DNA through a jersey dedicated to its two flagship titles. Through this initiative, the club reinforces its ambition to leave a lasting mark on the world’s biggest FPS stages and establish this jersey as a new benchmark within the esports industry.

AN EXCEPTIONAL JERSEY FOR A HISTORIC MOMENT

For this new release, Team Vitality embraces a completely new visual approach. For the first time in the club’s history, purple is introduced alongside its iconic yellow and black colours, in line with the organisation’s new 2026 artistic direction. This bold creative choice allows the jersey to stand out within the esports landscape while surprising and exciting fans.

The symbol featured on the front of the jersey reinterprets an iconic part of the club’s logo: the “V” combined with the lower section of the bee’s body. This graphic element, called the “Mini Bee,” is integrated throughout the jersey’s design to symbolise the swarm — representing collective strength, the identity of the Hive and the power of the Team Vitality community.

Fulllife has brought its technical expertise to a piece designed both for competition and for the fans in the stands. Every detail reflects the club’s continued rise on the international stage and its ambition to leave a lasting legacy in esports. The accompanying apparel collection also incorporates the same colour palette and includes lifestyle pieces designed for everyday wear.

“We are extremely proud of this new FPS-focused marketing campaign — a true love letter to Counter-Strike and VALORANT. An exclusive jersey, a dedicated fan zone, and numerous activations created hand in hand with our partners for our fans… We are ready for two major international events, with the clear ambition of continuing to establish Team Vitality among the best esports clubs in the world,” said Amélie Canet, Chief Marketing Officer.

PERFORMANCE AND RESPONSIBILITY

The FPS Jersey is manufactured in Portugal using NanoMatter, a technical fabric made from 100% recycled polyester and specifically developed for competitive players. Ultra-comfortable, lightweight and breathable, it is designed to perform under the most demanding conditions.

Each order is delivered in Fulllife’s iconic Capsule packaging, redesigned in Team Vitality’s colors, FSC-certified and accompanied by 100% recycled and recyclable polybags.

“This jersey is one of the boldest pieces we have ever produced. Our role was to bring a strong creative vision to life using the best materials and manufacturing processes available, delivering a product that truly reflects Team Vitality’s ambitions on the international stage,” said Maxime Baziadoly, General Manager of Fulllife.

The post Team Vitality and Fulllife Unveil a New FPS Jersey for the Valorant Masters London and IEM Cologne Major 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Belgium

Epic Games and BLAST bring 2026 Fortnite Global Championship to Antwerp

Published

2 days ago

June 2, 2026

Wladimir P.

epic-games-and-blast-bring-2026-fortnite-global-championship-to-antwerp

Epic Games and BLAST will host the 2026 Fortnite Global Championship in Antwerp, Belgium, on September 26-27, marking the FNCS season finale at Lotto Arena.

Epic and BLAST said the event brings the Fortnite competitive circuit and BLAST to Antwerp for the first time. The announcement was made at the Fortnite Major 1 Summit in Düsseldorf, Germany.

A $2,000,000 USD prize pool will be at stake, alongside the FNCS Global Championship trophy crafted by silverware artisan Thomas Lyte.

Epic and BLAST positioned Antwerp—located in the Benelux region—as a travel-friendly destination for fans coming from Belgium, the Netherlands, France and Germany. Ticket information is available via the venue listing.

The post Epic Games and BLAST bring 2026 Fortnite Global Championship to Antwerp appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.