From sponsorships to industry-wide announcements, Insider Sport has you covered when it comes to the world of esports.

This week’s edition highlights the latest developments in the esports sector, including the English Football League (EFL) announcing a multi-year partnership extension with EA SPORTS FC for a further five seasons through to the end of the 2028/29 season.

EFL inks deal with EA SPORTS FC to bolster global appeal

The EFL has announced a multi-year partnership extension with EA SPORTS FC for a further five seasons through to the end of the 2028/29 season.

Under the agreement, EA SPORTS FC remains an official partner and official licensee of the EFL, allowing the video game franchise to continue providing fans with an ‘authentic in-game experience’ of the EFL, with all 72 clubs and over 1,800 First Team players across its five competitions to be used in the game.

Ben Wright, Chief Commercial Officer of the EFL, commented: “The EFL is really pleased to extend a long-standing partnership with a globally respected and valued partner in EA SPORTS FC.

“We’re on an exciting new cycle for the League with many more opportunities to explore, and we’re delighted to have an innovative company like EA SPORTS FC with us on the journey.”

In its most recent release, EA SPORTS FC 24, 19,000 players from the biggest clubs and leagues worldwide were brought to life and made playable for gamers across the globe. 

In terms of the EFL, over 75 million matches have been played in-game this season so far, ultimately leading to high engagement with the competition even when games aren’t being played in person.

James Taylor, Director of Football Partnerships at EA SPORTS FC, said: “We’re thrilled to continue our longstanding partnership with the EFL, allowing us to authentically integrate the world’s original league football competition in EA SPORTS FC 24.

“We hope that the EFL experience in-game can inspire the next generation to play like their heroes from the 72 EFL clubs.”

Man playing video game using an XBOX controller.
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OpTic Gaming looks to ‘bridge the gap’ between industries with Juventus deal

OpTic Gaming has announced a partnership with Serie A football club Juventus.

At the heart of the agreement, both entities will seek to ‘bridge the gap between traditional sports and esports’ through collaborations and activations, including limited-edition co-branded merchandise, social media content and video content featuring influencers and players from Juventus and the esports organisation.

In addition, both entities will launch unique on-site activations to support one another in their respective competitions.

In a comment sent to Esports Insider, Hector ‘H3CZ’ Rodriguez, said: “As our generation that supports gaming becomes a larger piece of the population, it will only prove that gaming and esports are here to stay. 

“Being able to shake hands with a legacy brand like Juventus is something we don’t take for granted and hope to have the same historical legacy that they offer their fans.”

The Italian club has already made a name for itself in the esports industry, fielding a team in the eSerieA as well as a co-branded roster with Italian organisation DSYRE for EA FC and Rocket League.

Mike Armstrong, Chief Marketing and Communications Officer of Juventus Football Club, commented: “We see football and gaming continue to be a natural cultural intersection point.

“OpTic are pioneers in their industry, have a winning spirit, and have world-renowned players and influencers connected to some of the most popular game titles on the planet. This is a unique opportunity for us to innovate together to bring something more to both fan groups.”

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British Esports highlights benefits of industry in NSPCC partnership

National esports body British Esports has agreed to a multi-year strategic partnership with the National Society for the Prevention of Cruelty to Children (NSPCC).

In the deal, the two parties will work together to create a parent’s guide to help adults understand esports better, whilst enabling children to “enjoy the benefits of esports”.

In terms of the parental guide, the agreement aims to improve adults’ understanding of esports and gaming. Also, the two organisations will work on the implementation of safeguarding initiatives such as coaching guidance and streamer best practices.

Additionally, the two organisations will collaborate to create a ‘longer-term vision and plan’ to support British Esports and NSPCC’s ambition, including working with esports organisations in the UK to raise awareness of the well-being of children.

Peter Wanless, CEO of NSPCC, commented: “Esports arenas are clearly where an increasing number of children are spending time. We are partnering with the British Esports Federation, the UK’s national body for esports, so together we can help keep children safe whilst enabling them to enjoy the benefits of esports and wider technologies in ways which enhance their childhoods and future lives positively.” 

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Inaugural PUBG Mobile Global Open boasts over 500,000 peak viewers

The first edition of the PUBG Mobile Global Open (PMGO) has attracted over 500,000 peak viewers.

According to esports viewership platform Esports Charts, the tournament recorded a total of 513,000 peak viewers and approximately 154,000 average viewers, making it the 16th most-watched PUBG Mobile event.

Japanese esports organisation REJECT claimed the £395,000 prize pool, beating Brazilian team Alpha7 Esports and Thai organisation Vampire Esports, which finished second and third, respectively.

Taking place in Brazil, the event attracted around 5.7m total hours watched and 141m total views across its nearly 37-hour airtime, with the most popular broadcast language of Indonesian, followed by English and Nepali.

Most viewers watched the tournament on YouTube, followed by TikTok. Surprisingly, Twitch recorded unusually low numbers, only generating a peak viewership of 707 according to Esports Charts.

In relation to other PUBG Mobile events, the tournament becomes the number one most-viewed PUBG Mobile esports event of 2024.

Backshot of a gamer celebrating.
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