2019 WNBA champion, Aerial Powers, has joined North American esports organisation Team Liquid as a brand ambassador and streamer. 

In addition to streaming under the Team Liquid banner and representing the organisation as a brand and diversity ambassador, Powers will also chair Team Liquid’s Diversity & Inclusion Task Force. 

Looking forward to her new role, Powers said:

“Early last year, I had the privilege of playing in Team Liquid’s Valorant Pro-Am, which was an exciting introduction to the organisation. Our relationship has continued to grow since then, a result of shared values and ambitions. I’m beyond eager to take this next step and collaborate with the organisation to impact the culture.”

While co-CEO of Team Liquid, Steven Arhancet, welcomed Powers to the organisation, saying:

“Aerial brings the same intensity and competitive drive that earned her a WNBA Championship to everything she does, including gaming — a mentality that makes her a perfect fit for Team Liquid’s winning culture. 

“Our shared values also include a vision for a more diverse and inclusive future for gaming, and we’re excited to collaborate on initiatives we hope will move that needle. Victor and I are honoured to welcome Aerial to the TL family.”

Last year Powers was appointed to the athletes and players commission of the Singapore-based Global Esports Federation, and is also signed with the gaming and esports division of the prestigious Ford Models Inc. 

Team Liquid currently fields players in many titles, including League of Legends, Counter-Strike: Global Offensive, DOTA 2, PUBG, Rainbow Six Siege, Fortnite, Rocket League, and VALORANT. 

AYO.NEWS says:

Powers typifies the new generation of sports athletes who are embracing video games and crossing over, seemingly effortlessly, into the esports world. Given her experience and positivity we’re sure she’ll excel at helping Team Liquid further its goals. 

Welcome to Liquid, @aerial_powers23 🏀

Aerial joins us as Brand and Diversity Ambassador 🙌 pic.twitter.com/Vg3fqKyWnm

— Team Liquid (@TeamLiquid) January 13, 2021

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US telecommunications company AT&T has been named official 5G and fiber innovation sponsor of esports organisation 100 Thieves.

Though financial details have not been disclosed, the “organisation-wide” multi-year partnership will see both parties collaborate on content to promote AT&T’s 5G network, and increase the profile of both brands. 

AT&T branding will feature on 100 Thieves player jerseys, and the telecoms company will also be acting as presenting sponsor for its VALORANT team, and will equip the organisation’s Los Angeles Cash App Compound with products and services. 

Commenting on the partnership 1oo Thieves’ Matthew “Nadeshot” Haag, said:

“AT&T has been elevating the culture of gaming and esports with some really unique and inclusive programs, which is a perfect match for 100 Thieves. We can’t wait to do amazing things together.

“We know our VALORANT team is the best team in North America, thanks to our First Strike championships win. Being able to work with AT&T and utilize their products and services will only elevate the team’s play going forward.”

While assistant vice president, AT&T – Sponsorships and Experiential Marketing, Shiz Suzuki, added:

“100 Thieves continues to push the envelope in the gaming industry with an unmatched blend of esports and gaming tastemakers. Their approach to content and elevating and supporting women in gaming is something we share as a brand. We can’t wait to power their efforts as a network while also creating cultural moments together, putting the fans at the center of everything we do.”

AT&T has been steadily increasing its investment in the esports scene over recent years. In October, the company expanded its sponsorship deal with Cloud9, becoming presenting partner of its all-female VALORANT team, Cloud9 White, while in 2019 the company presented the ESL Mobile Open.

AYO.NEWS says:

Given the huge mobile gaming market 5G communications networks open up, it makes perfect sense for AT&T to expand its esports presence, and getting another major sponsor onboard can only be a good thing for 100 Thieves. 

Staying with 100 Thieves, in October last year, the organisation signed with Los Angeles-based Creative Artists Agency (CAA), in an effort to grow its content and media interests. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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The LEC has confirmed it is welcoming Warner Music Central Europe back as Official Music Partner for 2021. 

It will be the third year of collaboration between Warner Music and the LEC, and will see the company continue to provide the Song of the Week in live LEC broadcasts (previous artists have included Diplo, Robin Schulz, and Trivium). 

Warner will also be powering up additional LEC content by soundtracking hype videos for the league, and supporting the European Masters competition with tracks from its extensive catalogue. 

Following the success of last year’s program, which saw things like French DJ duo Ofenbach drop by the LEC studio for an electrifying set at the LEC Summer Finals, live artists will also make surprise appearances across LEC broadcasts.

Discussing the partnership Director Paid & Owned Media, Warner Music Central Europe, Oliver Thienhaus, said:

“Music and gaming are firmly linked. Through our partnership with Riot Games, we can leverage this connection to create exciting synergies and provide even more music fans with the right music at the right moment. We’re very much looking forward to working on many exciting projects together in 2021.”

While Head of Sponsorships & New Business EU Esports at Riot Games, Alban Dechelotte, added:

“It’s incredible to see the milestones that we have achieved with Warner Music Central Europe since the beginning of our collaboration.

“From powering up the LEC broadcast with the Song of the Week segment in 2019 to live streaming and live performances from artists at the LEC Finals in 2020, we can’t wait to see where our partnership will take us in 2021.”

The LEC returns on Friday 22 January at 17:00 CET on lolesports.com 

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Berlin-based G2 Esports has signed a two-year partnership with global sportswear brand adidas. 

The deal makes adidas the official sports apparel provider for G2, with the company providing the 2021 player jersey and set to collaborate with the organisation on a new lifestyle apparel collection. 

G2’s new adidas-made jersey will feature adidas’ AEROREADY technology, to help keep the fabric dry and breathable, and interestingly will also include a “subtle hologram image” of Carlos Rodriguez – G2’s Founder and CEO. 

As an added benefit, the collaboration will also provide G2 with access to adidas’ World of Sports Arena, in Herzogenaurach, Bavaria. 

Commenting on the partnership, Rodriguez said:

“Today is a landmark day in G2 history. To announce a partnership with a global sports brand like adidas is a truly special moment for all of us.

“Esports has been booming for a while, and 2020 was yet another superb year for its growth. I could not be more stoked about the potential of this partnership between adidas and G2 throughout the next years.”

While Vice President of adidas Central Europe, Björn Jäger, added:

“We are very proud of the new partnership with G2 esports, one of the leading entertainment organisations in the gaming industry. With this partnership we continue being a part of the growing gaming culture and are excited to tap into G2’s creativity and experience within this area.”

Adidas is joining G2 Esports’ extensive list of partners, which includes BMW, Logitech G, Red Bull, AOC, Philips, nicecactus, Pringles, Mastercard, Secret Lab, AORUS, Domino’s, AIMLAB, Twitch, Seasonic, and paysafecard. 

The organisation currently fields rosters in League of Legends, CS:GO, Rainbow 6 Siege, VALORANT, Rocket League, Fortnite, and sim racing, and has an extensive line-up of content creators. 

Adidas also has partnerships in place with French esports organisation Team Vitality, and in 2019 teamed up with Team Heretics. 

AYO.NEWS says:

Clearly adidas is realising the value of esports to connect with the massive, and rapidly growing, global gaming community, and this deal is yet another impressive commercial partnership for G2 Esports. 

Other sportswear brands, including Nike, Puma, and Kappa, have also been increasing their investment in esports sponsorships over the past couple of years, and we expect this to continue for the foreseeable future. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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VENN, the global network for gaming, streaming, esports, and entertainment audiences, has announced a strategic partnership with esports tournament organiser BLAST. 

The initiative marks VENN’s first major expansion into the esports market and will focus on distribution, unlocking brand partnerships, and developing new tournaments, with both companies looking to expand their global footprints through new content and enhanced engagement.

Kicking off with next week’s BLAST Premier Global Final, the partnership will see VENN produce multiple segments with a line-up of special guests from the esports world, music skits, and deep fan engagement, broadcast from the VENN Playa Vista, Los Angeles studio. 

Discussing the partnership VENN co-CEO, Ariel Horn, said:

“This partnership is exactly what we’ve been waiting for and we can’t wait to get started. Our team has a rich history in this space, having produced many of the most-watched esports events of all time, including League of Legends Worlds and the Fortnite World Cup. 

“We have been blown away by BLAST’s brand of dynamic, entertaining and professional events and its rapid expansion across the space. All of those elements combined with our studio infrastructure and programming capabilities make this a perfect match.”

While BLAST CEO, Robbie Douek, added:

“BLAST is the fastest growing esports tournament organizer in the world and has proven itself a highly valuable proposition for multiple brands. We are excited about what this collaboration will mean for both our fans and esports fans overall.”

As part of the relationship, VENN will own the North America (NA) qualifier series for BLAST Premier 2021, and VENN will co-create, execute, broadcast, and sell an expanded slate of shoulder programming across future BLAST events. Additionally, VENN will offer the full suite of future BLAST Premier tournaments across its extensive broadcast network. 

In 2020, BLAST racked up over 146 million views and 1.5 billion minutes of content consumed across its platforms, while expanding its offering to bring over 500 hours of esports to fans in multiple formats, covering titles including CS:GO, VALORANT, and DOTA 2. The company has more than 1 million subscribers and its content is available in over 105 territories globally. 

Staying with VENN, in October 2020, the company secured an additional $26M in a Series A funding round, led by BITKRAFT, and struck a major deal with Nexstar Media. 

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Marketing and content production company Dolphin Entertainment, Inc., has acquired esports, gaming, and entertainment agency B/HI. 

Operating as a division of Dolphin’s New York and Los Angeles-based 42West PR firm subsidiary, B/HI will be led by existing President, Dean Bender, and Managing Partner, Shawna Lynch, who are being appointed co-presidents. 

Founded in 1986, B/HI specialises in corporate and product communications for interactive gaming, esports, entertainment content, and consumer products organisations. Its client portfolio includes esports organisations like Immortals, Super League Gaming, Team Liquid, and Tempo Storm, along with entertainment companies like Amazon Studios, DC Universe, IMAX, Konami, Netflix, Universal Brand Development, and Warner Bros. Consumer Products.

Discussing the news CEO of Dolphin Entertainment, Bill O’Dowd, said:

“Video gamers are celebrities in their own right, and among the most popular social media influencers in the world. We believe the opportunities to cross-sell services with B/HI will be numerous, as will be the possibilities to create original content and live events.

“Dean and Shawna are seasoned, well-respected entertainment PR professionals who share our collaborative culture, and we couldn’t be more excited that they and the staff at B/HI have joined the Dolphin family.”

While CEO of 42West, Amanda Lundberg, added:

“Dean and Shawna have built a business with vision and relevance that could not be more at home at 42West. I’m thrilled they have chosen to bring B/HI’s valuable expertise in gaming, esports and consumer products to 42West. This latest addition to the Dolphin collective of agencies will not only benefit existing and new clients but be a key step in our creation of assets.”

AYO.NEWS says:

Once again we’re seeing the traditional Los Angeles and New York PR and marketing world realise the need to establish themselves in the gaming and esports sectors, or risk getting left behind. With B/HI’s impressive client portfolio, we’d say this was a pretty smart acquisition. 

(But, someone really needs to tell 42West they need a site that looks like it was made post-2005). 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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