GUILD ESPORTS TEAMS UP WITH IRELAND’S FINN HARPS FC

UK-based organisation Guild Esports has announced a partnership with Irish football club Finn Harps FC.

One of the lowest rated teams in EA Sports’ FIFA football franchise, Finn Harps has gained something of a cult status with esports fans. The collaboration with the club, which plays in the SSE Airtricity League Premier Division, is intended to raise the profile of Guild in the Republic of Ireland, and encourage local FIFA players to join Guild’s academy. 

In addition to a series of fan-led activations, Guild branding will feature on Finn Harp’s first and second replica kits and in FIFA 22, and the organisation will have a presence at Finn Park and on the club’s social media channels. 

Aidan Campbell, Marketing Officer at Finn Harps, said: “We would like to welcome everyone from Guild into the Finn Harps family. This partnership offers some genuinely exciting possibilities for Finn Harps and it began when we learned we had attracted a cult following on Guild’s FIFA show. This led to a series of meetings between our media/marketing team and Guild about the possibilities of working together on projects that could harness the huge crossover between live football and the Irish esports community.

“We’ve had alternative offers for shirt sponsorship, but we felt this represented an unprecedented opportunity to create initiatives that will engage a younger audience with the League of Ireland”.

Michelle Tierney, Chief Commercial Officer at Guild Esports, added: “We’re immensely proud of this unique partnership, and the opportunities it will offer for both Guild and Harps to create impact in Ireland’s growing Esports scene. We were drawn to Finn Harps because they are a fan owned club with a distinct identity, who seem to continually defy the odds. Harps are everyone’s second favourite team on FIFA, and we want to use this partnership to expand that reputation even further, and to position Guild as everyone’s favourite Esports team!”

Guild Esports is part-owned by legendary English footballer David Beckham, and has commercial partnerships with sandwich chain Subway, peripherals brand HyperX, and display brand Samsung Odyssey.