eSports

Guild’s largest sponsorship deal to date signed with Sky UK

Published

3 years ago

September 26, 2022

Reading Time: 3 minutes

Guild Esports, a global team organisation and lifestyle brand, announced the signing of a three-year global sponsorship agreement with Sky UK Ltd. (“Sky”), one of Europe’s leading media and entertainment companies.

This deal is Guild’s largest to date and is payable exclusively in cash via instalments over the period of the contract. It is the eighth revenue-generating sponsorship signed by the Company since its IPO on the London Stock Exchange.

The deal is understood to be one of the largest ever esports sponsorships signed in Europe and will see Sky become the Official Premier Partner of Guild Esports. It is also Sky’s first agreement with an esports organisation and becomes effective from Monday 26th September, 2022.

As part of the partnership, Sky gains exclusive naming rights to the Company’s 9,831 sq ft head office facility in London’s Shoreditch. In addition, it has been appointed as Guild’s Official HQ Partner, Official Wi-Fi and Broadband partner, and the Official Network Provider. Sky’s branding will appear prominently on Guild’s team jersey and will be displayed across both the interior and exterior of the HQ, which will be renamed the Sky Guild Gaming Centre. Sky’s next-generation ultrafast, full fibre broadband and Wi-Fi will also drive Guild’s internet and telecoms communications links across the organisation as well as for its Academy and fanbase engagement.

The partnership will allow Guild and Sky to work together on shared brand values and effect positive change in line with three core partnership commitments, which include: providing greater opportunities for women in the esports industry, creating best practice in delivering top esports performance and coaching development, and delivering exclusive esports competitions for Sky VIP customers across all of Guild’s gaming titles.

The agreement will allow Guild to launch an all-female Rocket League team, building on the success of Guild’s all female Valorant team, Valorant X, signed in September 2021. Sky and Guild are committed to fostering greater female participation in gaming and creating an inclusive environment through shared thought leadership, education, promotion and the establishing of viable professional opportunities for women in esports.

David Beckham, Investor in Guild Esports, said: “It’s great that Guild Esports has a fantastic new partner in Sky and I’m pleased to welcome them to the Guild family.”

Kal Hourd, Chief Executive of Guild Esports, said: “We are incredibly proud to welcome Sky, a media, entertainment and connectivity powerhouse, to the esports sector. We believe this partnership will drive Guild to the highest levels of performance in top-flight esports across the four games where we field our pro-players, as well as to become a global leader in coaching and performance.

“As our Official Premier Partner, we are proud to display Sky’s logo and branding across our players’ jerseys and our London HQ as well as use its next-generation ultrafast, full fibre broadband and Wi-Fi. The partnership will allow us to invest not just in player performance, but in our long-stated goal to become a global leader for women in esports, starting with the launch of our all-female Rocket League team, encouraged by the huge success of our Valorant X team. Our shared values are an excellent foundation for a strong partnership, and we look forward to working with Sky over the next three years.

“This landmark partnership with Sky not only underlines Guild’s strength and value proposition as a top European team organisation to major brands but is also a testament to esports’ mass popularity as the fastest growing form of sports entertainment with a young and passionate global audience.”

Stephen van Rooyen, EVP & CEO, UK and Europe at Sky, said: “Sky transformed the way families watch TV, now we want to transform the gaming experience. In esports every second counts, so Sky’s full fibre broadband will be perfect for Guild’s gaming HQ. Speed and reliability, hallmarks of Sky’s broadband service, will give the Guild team and gamers across the nation the edge over the competition.”

eSports

Esports community establishes Latin-American Esports Institute (ILAE)

Published

19 hours ago

March 20, 2026

GamingAmericas.com

esports-community-establishes-latin-american-esports-institute (ilae)

The Latin-American Esports Institute (ILAE) was established following a General Assembly held on 6 March 2026 in Rio de Janeiro. The organisation was founded with the stated goal of promoting competitive integrity, legal safety, and institutional research within the esports sector.

Carlos Gama, Vice President of Games and Esports at the Rio de Janeiro branch of the Association of Brazilian Information Technology Companies (ASSESPRO) and President of the Advisory Council of FERJEE (Rio de Janeiro Esports Federation, involved with the upcoming IEM Rio) was elected as Executive President to lead a multidisciplinary team tasked with developing frameworks for the industry’s regional growth.

One of the primary objectives of the ILAE is the creation of a local Esports Arbitration Chamber. This mechanism is intended to serve as a specialized venue for the mediation and resolution of conflicts, such as contractual disputes between players and organisations. The model aims to offer a technical alternative to the traditional judicial system, seeking to provide greater legal security and faster resolutions for administrative and professional disagreements within the competitive environment.

The ILAE’s structure is centered on an Executive Board that includes:

Vice-President Marcella Ferreira (former pro player and current sports psychologist),
Administrative-Financial Director Vinicius Verly (FERJEE), and
Project Director Marianna Muniz (FERJEE and OnFire Agency).

Technical oversight is managed by lawyers:

Dr. Antonio Carlos Bratefixe (Research and Knowledge) and
Dr. Osmar Berardo, who will direct the institute’s Arbitration Chamber.

The Fiscal Council is led by: Dr. Soraya Vasconcelos, who also leads Brazilian organisation Galorys, responsible for financial and institutional oversight.

Regarding the institute’s mission, Carlos Gama stated that the organization intends to facilitate dialogue across the Latin American esports community. “We want to bring together athletes, teams, researchers, organizations, companies, and public managers to build a common development agenda for the region,” Gama noted. He also highlighted that a priority for the ILAE will be the production of research on strategic themes, such as social inclusion and competitive integrity policies.

The ILAE’s governance framework also incorporates individuals with competitive backgrounds, aiming to ensure the organisation remains informed by the practicalities of the sector. This includes the participation of former FPS and eFootball pros Marcela “Callax”, Renato “Rentão”, Monik Bisoni, Gabriela Tavas, and Gabriel “Franja” within the various councils and administrative chairs.

By integrating these perspectives alongside legal and academic professionals, the institute intends to address the specific needs of the regional ecosystem. The organization has opened associations to professionals, researchers, and entities.

The post Esports community establishes Latin-American Esports Institute (ILAE) appeared first on Americas iGaming & Sports Betting News.

eSports

MEGA Appoints Morgan Tremaine as Executive Producer to Drive Esports Growth

Published

3 days ago

March 18, 2026

Wladimir P.

mega-appoints-morgan-tremaine-as-executive-producer-to-drive-esports-growth

Mobile, Esports and Gaming Alliance (MEGA), the powerhouse behind the globally recognized Esports Awards, has announced the appointment of Morgan Tremaine as Executive Producer.

The move signals a new phase of growth for the organization as it looks to elevate its live events, expand its intellectual property portfolio, and strengthen premium partnerships across the esports ecosystem.

Based in London, MEGA continues to position itself at the forefront of esports entertainment, with Tremaine now stepping into a key leadership role to guide its next chapter.

A Strategic Leadership Appointment

Having already served as producer for the Esports Awards since 2023, Morgan Tremaine’s promotion formalizes his role within MEGA’s senior leadership team. In his new position, he will oversee the development and production of MEGA’s full events portfolio, including flagship ceremonies and associated digital content.

His appointment reflects MEGA’s ambition to scale its globally recognized event properties and deliver more immersive, high-quality experiences for esports audiences worldwide.

Extensive Experience in Live Production

Tremaine brings over 13 years of experience in live production, content creation, and large-scale event execution. His career spans major media and esports organizations, including roles at TMZ and Esports Engine.

He is also the Founder and CEO of Cuer, a next-generation platform designed to streamline live broadcasts and event production workflows.

Throughout his career, Tremaine has contributed to some of the most high-profile events in gaming and beyond, including TwitchCon and the Tokyo 2020 Olympic Games streaming initiatives. His portfolio also includes collaborations on Twitch Rivals and major brand activations such as the Fortnite x Polo Ralph Lauren launch.

Collaborations with Global Brands and Talent

Tremaine’s work extends beyond event production into strategic brand partnerships and talent collaborations. He has worked with globally recognized companies such as Ford, Samsung, and Doritos.

In the gaming and streaming space, he has collaborated with leading creators including Pokimane, Quackity, and Botez Sisters, reinforcing his deep connections within the esports and content creator ecosystems.

Driving MEGA’s Event Evolution

In his new role, Tremaine will work closely with publishers, platforms, and commercial partners to shape both the creative and commercial direction of MEGA’s events. His responsibilities will include:

Leading executive production for flagship ceremonies
Supporting strategic partnership development
Enhancing brand integrations and audience engagement
Driving innovation across live and digital event formats

He will also contribute to MEGA’s agency operations, providing leadership on high-profile client projects and helping scale the company’s production capabilities.

MEGA’s Growing Influence in Esports

Since its inception, MEGA has established itself as a leading force in esports live events. In addition to the Esports Awards, the organization produces major industry ceremonies such as the Decade Awards and the Mobies, setting benchmarks for production quality and audience engagement.

Beyond events, MEGA is committed to supporting the broader gaming ecosystem by nurturing talent, promoting education, and creating opportunities for the next generation of esports professionals.

Vision for the Future

Morgan Tremaine expressed enthusiasm about his new role, emphasizing the importance of creativity, collaboration, and innovation in shaping the future of esports events.

Similarly, MEGA co-founder Michael Ashford highlighted Tremaine’s pivotal role in the success of the Esports Awards and expressed confidence in his ability to elevate the company’s event portfolio to new heights.

Conclusion

The appointment of Morgan Tremaine as Executive Producer marks a significant milestone for MEGA as it continues to expand its global footprint in esports entertainment.

With a proven track record in live production, deep industry connections, and a forward-looking vision, Tremaine is well-positioned to lead MEGA into its next phase—delivering world-class events that captivate audiences and redefine standards in esports and gaming entertainment.

Reference

A similar article on esports events and industry leadership can be found on Esports Insider:

This source regularly covers leadership changes, event production, and strategic developments in the esports industry.

The post MEGA Appoints Morgan Tremaine as Executive Producer to Drive Esports Growth appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Asia

Mumbai to Host the Prestigious Global Esports Games (GEG) World Finals from March 19–22

Published

3 days ago

March 18, 2026

Wladimir P.

mumbai-to-host-the-prestigious-global-esports-games-(geg)-world-finals-from-march-19–22

India to host the Global Esports Games World Finals in Mumbai, from 19-22 March 2026, providing India’s growing esports and gaming ecosystem an international stage to compete. The Global Esports Federation’s flagship, Global Esports Games Mumbai, is organised by Eflag Corp with the support of Maharashtra Tourism. GEG Mumbai features 70 esports athletes from 23 countries and territories. This premier event will also feature GEFcon and GEFestival.

After successful editions in Singapore, Istanbul and Riyadh, the Global Esports Games, the international national-team esports championship, makes its South Asia debut with India hosting the World Finals in Mumbai. The tournament will witness leading esports nations competing in DOTA 2 and Clash Royale. The national teams of leading esports nations like Argentina, Australia, the US, Great Britain, Indonesia and Türkiye will compete alongside India and teams from 16 more countries and territories, marking a significant milestone for India as it steps onto the global stage as a host of one of esports’ most prestigious international competitions. The global broadcast reach is projected at 40 million+ viewers.

The programme will feature a Grand Opening Ceremony, GEFCon, GEFestival, fan experiences and meet-ups, playoffs, the grand finale, and medal and trophy presentations, before concluding with a ceremonial handover to Los Angeles for the Los Angeles 2026 Global Esports Games in December 2026.

Devendra Fadnavis, Honourable Chief Minister of Maharashtra, and senior state ministers, will inaugurate the event.

Devendra Fadnavis said: “The future will be shaped by technology, innovation, and digital ecosystems. We are proud that India will host the Global Esports Games, welcoming athletes from around the world to Mumbai. By bringing together sport, technology, and youth talent, this event further strengthens our position as an emerging global hub for digital innovation.”

Sir Paul J. Foster, KStJH, President and CEO of Global Esports Federation, said: “India represents one of the most dynamic growth stories in global esports, and there is no city better suited to host our flagship event than Mumbai. This is a city powered by youth, creativity, and innovation, the same forces shaping the future of esports worldwide. Hosting the Global Esports Games here is about more than competition; it’s about opportunity, connection, and reinforcing our belief that esports is for all.”

Shripad Ashtekar, Founder of Eflag Corp, said: “We are committed to strengthening India’s esports ecosystem and are glad to bring the GEG World Finals to Mumbai, India. This move marks a significant milestone as it will foster talent development, innovation, and global competitiveness while accelerating the rise of homegrown talent, showcasing India’s capabilities on the global esports stage.”

The post Mumbai to Host the Prestigious Global Esports Games (GEG) World Finals from March 19–22 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.