. Mastercard and Riot extend League of Legends Global Cooperation Agreement
Cooperation Type: Event Sponsor
Cooperation Overview: Financial Payment Brand Mastercard and Riot have extended the cooperation agreement for many years. They will continue to be the official sponsors of League of Legends Global Finals , mid-season Champions League and All-Star Games, and sponsorship also includes the opening ceremony of the event. On October 12, Mastercard and Riot held a VIP event in New York City around the S game to celebrate the renewal. New activities like this are also in the work of the extension of the partnership.
In addition to the brand exposure in League of Legends e-sports global events, Mastercard will also be placed in the game through promotional activities and LOGOs, as well as products produced in cooperation with Riot, including bank cards jointly signed by Mastercard and Riot, which will be available from banks around the world.
League of Legends has become an important part of Mastercard's esports marketing strategy, and the payment company has strongly supported the game and its esports projects since 2018.
Meta summary: is not only a competition, but also Mastercard appears in the team uniform as the main sponsor in this year's League of Legends American drama Players. From 2018 to the present, we can see that Mastercard has had a certain growth trend in recent years, and they are also trying new businesses such as blockchain.
. Gen.G cooperates with Tencent Tianmei Esports to promote Honor of Kings, and reaches a strategic alliance with SPORTFIVE
Cooperation type: team cooperation
Cooperation overview: multinational e-sports giant Gen.G cooperates with Tencent 's subsidiary Tianmei Esports to help promote the mobile MOBA game " Honor of Kings " to the global market.
According to the cooperation agreement, Gen.G will participate as a special wild card team at the "Honor of Kings" International Championship (KIC) event in December. In addition, according to the announcement, Gen.G and Tianmei Esports will cooperate with the global release of "Honor of Kings" "in various ways". Details such as activated content or global release time of the game have not been disclosed. In addition, Gen.G will also open a training course for the Global Graduate Award (GGA), aiming to cultivate talents for the Honor of Kings e-sports project.
In addition to its cooperation with Tianmei, GEN.G has also reached a strategic cooperation with SPORTFIVE . SPORTFIVE will work closely with Gen.G and will take over all marketing of GEN.G's commercial rights. This includes ensuring long-term partnerships and managing sponsorship agreements with the brand.
Meta summary: In the past month, GEN.G has announced a cooperation, and with the conclusion of their cooperative relationship with Tianmei, more cooperation projects may be announced in the future. Currently, GEN.G's main line seems to be expanding e-sports projects and education, but other aspects of cooperation are also very diversified.
. Software company Globant has become the global sponsor of the FIFA Esports Series
Cooperation type: Event Sponsor
Cooperation Overview: Global software development company Globant announced an important multi-faceted cooperative relationship with FIFA (FIFA). As part of the deal, Globalt will be a global sponsor of the FIFA esports series from 2023 to 2025. Globalt will also hold a series of championships in conjunction with EA. Including esports' Champions League League, Premier League and Bundesliga .
In addition, Globalt will become a global platform supporter of FIFA+, the streaming platform of FIFA. The company aims to "create new features and connectivity experiences" for users of the platform. Globant's major partnership with FIFA also includes the company sponsoring a number of traditional football matches such as the Men's and Women's World Cup and Global Youth Events.
Meta summary: As a partner of FIFA, Globant is very strong. They focus on helping different companies complete digital innovation and transformation with their professional knowledge. Their cooperation with FIFA e-sports can provide industry advice including media and games, artificial intelligence , interactive interface engineering, blockchain, network support and security and other technical support.
. 100Thieves reached a cooperation with the sports influence organization Perfect Dude and popular culture platform Barstool Sports
Cooperation type: team cooperation
Cooperation overview: North American e-sports giant 100Thieves reached a cooperation with Perfect Dude and Barstool Sports on the game 2K23 under PGA Tour.
The three organizations will work together to develop trendy clothing and introduce well-known people as playable characters in the game. Players will soon be able to obtain joint equipment in the game. Later this year, 100 Thieves CEO and founder Matthew 'Nadeshot' Haag will also debut in the game as a playable character. Last year he appeared in the 2K22 ad with Tiger Woods . 100thieves also had commercial activation with 2K last year, the stadium design event "Thieves Landing" hosted by Haag.
PGA Tour hopes to use the huge social influence of 100Thieves and Perfect Dude to increase the promotion of the game. The two brands combine to have a large number of followers in 2K’s young target audience.
Meta Summary: 100Thieves began to develop trendy clothing last year. This time it can be regarded as the cooperation of three trendy and sports competition-related celebrities in North America to develop commercially for one of the most influential sports games at present. The businesses of the three organizations cover multiple aspects such as e-sports, clothing, games, events, content, media, etc., and can be regarded as a huge commercial publicity machine.
5. Australia's NBL announced teaming to join the NBA 2K League
Cooperation type: Event Cooperation
Cooperation Overview: NBA 2K League has announced a cooperation with the Australian National Basketball League (NBL). NBL will establish the NBLOz Gaming team and join the 2K League as the 25th team. In addition to playing in the league, NBL and NBA 2K League will collaborate on a series of activities to expand the league's influence in Australia. Including sending scouts to discover players in Australia and holding grassroots competitions.
NBL Oz Gaming became the third team outside North America to enter the NBA 2K League. Previously, Gen.G Tiger, representing Shanghai, DUX Infinitos, representing , Mexico, and is operated by Spanish e-sports club DUX Gaming. Today the league is one of the largest sports simulation esports competitions in the world.
Meta Summary: NBA may expand its troops, and NBA 2K is not willing to be lonely. It invites overseas teams to participate, and sells broadcast rights overseas. Both methods are helping the 2K league promote it to the world. According to previous reports, the event had more than 10 million spectators in India last year.
6. Brazilian e-sports team W7M launches equal pay system for men and women players
cooperation type: team cooperation
cooperation overview: Brazilian e-sports organization W7M Esports announced that it is increasing the salary of its female players to cooperate with its male team. As a result, the salary of female players will increase by about 300% on average. W7M's sponsor Bank of Brazil is one of the largest banks in Latin America and is a major partner in supporting this move.
Bank and W7M conducted a research project on the Brazilian e-sports field to determine what salary levels should Brazil's first-tier clubs have and use the research results to determine the basic salary. However, the exact figures were not disclosed. This move not only values the arena of women, but also promotes the industry as a whole to balance investments between men and women in e-sports.
Club and Bank of Brazil have the largest game exhibition in Latin America. The plan was announced at the Brazil Game Exhibition, and both parties share the same booth at the exhibition. The head of marketing at Bank of Brazil said that this attention is also important for the Bank of Brazil's strategy to sponsor clubs.
Meta summary: Brazil's current women's e-sports are in full swing, Riot Game not long ago decided to add two more women's events in the region. This makes W7M's plan more than a gimmick. As a relatively successful club in Brazil, this initiative combines real soil and sponsor marketing needs.
7. Copenhagen Flame team cooperates with Energive to break the taboos and misunderstandings about e-sports
Cooperation type: team cooperation
Cooperation overview: Danish e-sports club Copenhagen Flame announced a partnership with Danish Internet and power supplier Energive. The two sides will work together to break the taboos and misunderstandings that exist in children’s and young people’s playing habits. Additionally, Copenhagen Flame and Energive aim to educate the general public in Denmark by having opinion leaders openly discuss their own positive experiences in gaming and esports.
Specifically, Steffen Thomsen and Michael Hertz, CEOs and founders of Copenhagen Flame and Energive, will talk about their experience in gaming. Thomsen and Hertz also said gaming and esports are their preferred space when they struggled in school when they were young or felt misunderstood by adults.
Both sides will organize a CS:GO competition later this year called EnergiveCup. There will be more activities in this partnership, although there are not many details yet. Earlier this year, Copenhagen Flame also announced that it had achieved profitability in 2021.
Meta Summary: is misunderstood and rejected, and then becomes addicted to games. This is a common phenomenon among young people all over the world. In the past, society usually regards the two as a pair of vicious causal effects. But the Copenhagen Flame made everyone guide e-sports as a psychological outlet, which is indeed a new idea. At present, more and more countries and organizations are trying to explore the positive role of e-sports in the growth of youth education.
8. PSG.LGD reached a cooperation with AR glasses brand Nreal
cooperation type: team sponsors
cooperation overview: Dota2's Chinese wealthy team PSG.LGD team members become the "game "big" experience officer" of Nreal AR glasses and promote the brand's Nreal Air products. Both parties jointly serve as the ongoing Dota2 TI International Invitational and the upcoming Double Eleven efforts. Both parties also launched a promotional event, and whenever LGD advanced in TI, 50 consumers will be selected for free.
Nreal is the world's first brand to launch consumer-grade AR glasses. The current products can adapt to mobile phones, PCs, Switch, car cockpits and other devices and scenarios. The projection effect of AR space functions can be as high as 210-inch screens. In addition, Nreal is also in China iQiyi , Migu, China Telecom and other video platforms and broadcasters have reached cooperation to provide consumers with more content.
Meta summary: AR glasses may be the next "screen" upgrade direction, and games are one of the important usage scenarios. In addition to the upcoming Double Eleven and the World Cup, Nreal is also seizing this period to carry out commercial activation and brand exposure.
