The year 2021 was the start of major esports collaborations and brand deals. Esports organisation from different parts of the world has signed some crazy collaboration deals with giant brands. The biggest naming rights deal was signed by Team Solo Mid for a record-breaking price of $210 Million US Dollars for a span of 10 years (at the rate of $21 Million US dollars a year) with the online cryptocurrency exchange platform, FTX.

American Esports organisation and lifestyle brand, 100 thieves gaming announced their partnership with the luxury clothing brand, Gucci, earlier this week. Gucci is a luxury fashion house based in Florence, Italy.

The Texas-based sports and entertainment group, Spurs Sports & Entertainment announced their joining of Tribe Gaming as an investor. Tribe Gaming is an esports organization from the American region which has professional esports rosters in major mobile esports titles.

The world’s largest and oldest esports tournament organizer, Electronic Sports league Gaming ( ESL ) partners with Gameloft for Brands to improve mobile advertising. ESL was founded in the year 2000 and it is the oldest esports tournament organiser which is still operational.

According to their press release, through this partnership ESL will partner with Gameloft for Brand partnerships to improve mobile advertising.

Kevin Rosenblatt, The General Manager of Mobile at ESL Gaming, stated: “Gameloft has played an integral role in shaping our vision for the future of mobile esports, helping usher in a new crop of engaged players and eager brands.”

SVP Brand Partnerships & Advertising at Gameloft for Brands, Alexandre Tan, said:

“Through this new competition and our long-term partnership with ESL, we are putting esports sponsoring solutions for brands on the next level.

“Gameloft for Brands offers innovative in-game sponsoring solutions for brands to reach and engage their audience,” he added.

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