The deal is believed to be “one of the largest ever eSports sponsorships in Europe”
Guild Esports PLC (LSE:GILD, OTC:GULDF) said it signed its largest sponsorship to date after announcing a three-year deal with Sky UK.
Guild said it will work with Sky to provide greater opportunities for women in the eSports industry, creating best practices in delivering top esports performance and coaching development, and delivering exclusive esports competitions for Sky VIP customers across all of Guild’s gaming titles.
Additionally, the agreement will allow Guild to create an all-female Rocket League team alongside its female Valorant team which was launched last September.
According to a statement, the deal is believed to be “one of the largest ever eSports sponsorships in Europe” with Sky becoming the official sponsor in what is also its first eSports agreement.
Payment will be made exclusively in cash via instalments over the period of the contract and becomes the eSports and lifestyle brand’s eighth revenue-generating sponsorship signed by the company, which listed in October 2020.
As part of the agreement, Sky will gain naming rights to the group’s headquarters in Shoreditch, which will become Sky Guild Gaming Centre, as well as becoming the wi-fi, broadband and network supplier, with the Sky logo featuring prominently on guild jerseys and buildings.
“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,” said Guild chief executive Kal Hourd.