GUILD ESPORTS SECURES 2-YEAR SPONSORSHIP DEAL WITH HYPERX

UK-based organisation Guild Esports has announced a two-year partnership with gaming peripherals brand HyperX. 

It’s the second commercial deal for the David Beckham-backed organisation since it listed on the London Stock Exchange in October 2020, with a market cap of over £40M GBP.  

Although the value of the HyperX sponsorship hasn’t been disclosed, it is known that the company will pay 75% in cash, in equal amounts over the two years of the deal, while the remaining 25% of the value will be in the form of gaming hardware. Overall, Guild says the value of the contract is “in line” with the expectations it had when it went public.

In addition to HyperX supplying hardware for Guild’s players, content creators, and academy students, the company will also kit out the organisation’s London headquarters as part of the deal. 

In return, Guild Esports will be promoting the HyperX brand through product placements in live streams, branded video content, tournaments, and other marketing initiatives including giveaways. 

Discussing the partnership Vice President at HyperX EMEA, Paul Leaman, said:

“HyperX has supported esports for over a decade, from grassroots to pro players and major tournaments, ensuring our quality gaming gear from headsets, keyboard and mice enable gamers to reach their full potential. We are very excited to welcome Guild to the HyperX family and look forward to supporting their teams on the way to victory.”

While Executive Chairman of Guild Esports, Carleton Curtis, added:

“We are delighted to partner with HyperX. Their brand is indispensable to gamers and we look forward to helping them address the rapidly growing audience for esports worldwide.

“Thanks to the growing interest in esports from leading advertisers and major brands, our pipeline of potential new business continues to expand, and we look forward to announcing more deals in due course.”

AYO.NEWS says:

HyperX is one of the biggest brands in gaming peripherals, so this is a pretty major deal, and a great start to 2021 for Guild Esports. But, like we’ve said before, the IPO valuation has put massive pressure on the organisation to prove its monetary worth, both in competition and in terms of commercial sponsorships. So, Guild is going to need plenty more deals like this over the coming months. 

Staying with HyperX, earlier this month the company renewed its naming rights deal with Allied Esports for the Esports Arena Las Vegas. 

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