Guild Esports has struck a two-year sponsorship agreement with sandwich franchise Subway, covering 55 markets in Europe, the Middle East and Africa (EMEA).
The British organisation, co-founded by David Beckham, will feature Subway’s branding on its team jerseys, across its player and content creator and throughout its London-based headquarters which is set to open its doors later this year.
In becoming Guild’s official quick-service restaurant partner and official academy partner, the firm will support the organisation in ‘delivering a balanced choice nutrition programme to its academy members and fans’.
“Guild’s growing presence and world-class team performances are attracting keen interest from leading brands and sponsors as esports becomes a mainstream social and entertainment activity,” remarked Carleton Curtis, Executive Chairman of Guild Esports.
Guild will receive the multi-million pound sponsorship fee in four equal cash instalments over the 24-month period, although the exact figure has not been disclosed.
Vice-President Marketing, EMEA at Subway, Louise Wardle, added: “At Subway, we have been looking at different ways to connect with younger audiences, but wanted to do so authentically, with more than just a logo.
“We’re thrilled to be partnered with Guild Esports, which goes far beyond the typical esports company. Its world-first Academy is completely unique, offering the opportunity for young gamers to harness their passions, build skills and fulfil their dreams. By also collaborating with lifestyle and entertainment stars, Guild appeals to gamers and fans alike. This grassroots partnership will therefore connect a globally responsible brand with young people across EMEA.”
Launched in 2019, former professional footballer Beckham took a significant minority stake in the Guild Esports through his own firm DB Ventures.
Last year, the organisation became the first esports company to enter into the London Stock Exchange (LSE) after their recent initial public offering (IPO).