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 esports organisation HEROIC naming online retailer CDKeys as its newest commercial partner.
As the official game key partner of HEROIC, CDKeys’ branding will feature on the jerseys of the organisation across all digital platforms. Additionally, there is also an emphasis on content, with the esports organisation describing it as a ‘meme partnership’.
HEROIC believes that the deal will help it deliver more high-quality skits, vlogs and other content to its supporters and the wider community along with tournaments, giveaways and more.
Kim Tvedt, Director of Strategy at HEROIC, commented: “I was super excited when I first heard about the opportunity to work with CDKeys – the product is a slam dunk, the humour is on point, and we both share the same goal: to make a big splash within the gaming audience.
“We’re pumped to combine HEROIC’s passion for esports with CDKeys’ unbeatable deals and meme-worthy humour to create something unforgettable. After all, don’t let your memes be dreams – this collaboration is here to level up the game!”
CDKeys is a leading game key seller. The online retailer has amassed millions of sales across PC, Xbox, PlayStation and Nintendo games.
Cormac Moylan, CMO at CDKeys, added: At CDKeys, we believe gaming should be accessible to everyone without breaking the bank, which is why we’re thrilled to partner with HEROIC.
“As a company that understands the value of community and the power of great humour, this partnership feels like a perfect match-up. HEROIC has built a reputation not just as a force in esports but as pioneers in creativity and social media.
“Their ability to engage and inspire their community, while also smashing the opposition, is a great fit for CDKeys, and we’re excited to be on this mission together. This partnership is set to be a GG all round!”

NSE and Pot Noodle partner to target unforgettable moments
NSE (National Student Esports) has selected Pot Noodle as the official partner of the British University Esports Championship (BUEC).
The two organisations will aim to support student esports and gaming societies on campus through Pot Noodle-powered social events if they are chosen for Society of the Month.
Additionally, the partnership will see Pot Noodle assisting with NSE’s All Stars tournaments where the top players in the university scene represent their region across the UK. The company said that players can expect prizes and exclusive Pot Noodle merchandise.
Alex Coulson, Managing Director at NSE, said: “The Pot Noodle team has shown a real desire to authentically support our student community so we are very happy to welcome them to our family of partners.
“This collaboration highlights the strength and vibrancy of the NSE community, and we’re proud to work together to grow grassroots esports in the UK. Pot Noodle’s fun and relatable brand makes it the perfect partner to create unforgettable moments for the students.”
Under the agreement, there is also an opportunity for students to become a Pot Noodle student brand ambassador. Under this role, they will showcase some of Pot Noodle’s products, as well as obtain branded merchandise.
Madeleine Boulton, Senior Brand Manager at Pot Noodle, stated: “We’re excited to partner with NSE, connecting with university students and championing the grassroots gaming scene. This collaboration underscores the magic of bringing people together over a shared passion for gaming and, of course, Pot Noodle.
“NSE has demonstrated the commitment to creating a genuine community, one which we are proud to now be a part of. We’re eager to see the energy, talent, and enthusiasm these students will bring to the table this year.”
Last year, NSE signed a similar agreement with the snack brand Pringles, with the partnership also focusing on the student esports scene.

Six Nations drives fan engagement with Monopoly Go!
Six Nations Rugby has announced Scopely’s ‘Monopoly Go!’ as its first-ever mobile gaming partner.
The agreement aims to ‘enhance the fan experience’ by offering both in-stadium and digital activations during the men’s and women’s tournaments. This includes the chance to win tickets to a Six Nations ‘Super Saturday’ match, along with plans to bring the game onto the pitch at the Stade de France stadium in Paris.
Additionally, Monopoly Go! players will have the chance to compete in a Six Nations-themed in-game tournament, with an exclusive shield prize up for grabs.
Navin Singh, Chief Commercial and Growth Officer at Six Nations Rugby, said: “The experience of the Six Nations is unlike anything else in sport, and we are always exploring ways to enhance this experience for fans.
“As such, the new partnership with Monopoly Go! is hugely exciting, as it offers a global community of fans and players of the mobile game a unique and truly interactive way to enjoy the Six Nations beyond the action on the pitch.”
Sophie Young, VP of Regional Marketing at Scopely, commented: ‘We’re thrilled to team up with the Men’s and Women’s Six Nations as their first ever mobile gaming partner, marking Monopoly Go!’s debut in European sport sponsorship and bringing its competitive spirit to the pitch.
“Rugby’s rich heritage of sportsmanship, resilience and competition mirrors the exhilarating and social experience of Monopoly Go! – a game where friends become rivals, landmarks are toppled, and daring bank heists unfold, fuelling the excitement and drive to win. This partnership is a celebration of community, friendly competition and the thrill of the game, on and off the pitch.”
