Esports

Cosmetics Brand Nivea Sponsors Brazilian Streamer Gaules

Esports / Friday, July 23, 2021
Popular Brazilian streamer and Counter-Strike: Global Offensive (CS:GO) star Alexandre “Gaules” Borba closed a partnership deal and sponsorship contract with the cosmetics brand NIVEA. Under the terms of the deal, He will mainly be promoting the “NIVEA MEN DEEP” campaign, with products dedicated to a male...

Esports org Gen.G, Puma expand partnership

Closing Bell / Friday, July 23, 2021
Global esports organization Gen.G and Puma announced a worldwide expansion of their existing partnership, after they signed a multiyear partnership deal in June. Financial terms of this expanded partnership were not disclosed. As part of the new deal, Puma becomes the official jersey partner of Gen.G’s Global...

Red Bull expands Valorant esports sponsorship to EMEA

Esports / Friday, July 23, 2021
Riot Games EMEA announced Friday that Red Bull will sponsor its segment of the Valorant Champions Tour for 2021, expanding the company's presence within the rising esport. The Red Bull brand will be featured in the VCT EMEA Challengers Stage 3, Playoffs, and Last Chance Qualifier...

Opinion: exploring Twitch's DMCA problems

Esports / Friday, July 23, 2021
Attorneys Anita K. Sharma and Benjamin Little of New York-based law firm Sharma Law PLLC explain how streaming platform Twitch handles Digital Millennium Copyright Act strikes and what it can do to make the process...

100 Thieves names Lexus official luxury automotive partner

Esports / Friday, July 23, 2021
Lifestyle brand and gaming organization 100 Thieves has announced a partnership deal with Lexus, making it the company’s official luxury automotive partner. As part of the deal, the 100 Thieves Content House (a house in Los Angeles where multiple 100 Thieves-affiliated content creators live and produce...

Gen.G, PUMA expand partnership

Esports / Friday, July 23, 2021
Global esports organization Gen.G and global sportswear brand PUMA announced Friday a worldwide expansion of their existing partnership; they signed a multi-year partnership deal in June.  Financial terms of this expanded partnership was not disclosed. ...

League of Legends maintains lead on esports impact index

SBJ Newsletters / Friday, July 23, 2021
The esports ecosystem was characterized by the gradual return of offline tournaments and leagues during the second quarter of 2021, per SBJ's Tobias Seck . While the COVID-19 situation is continuing to impact the execution of esports competitions, the presence of in-person events had an immediate impact on...

G4 brings ESL to TV

Esports / Thursday, July 22, 2021
Tournament organizer ESL Gaming has inked a deal with Spectacor Gaming-owned gaming channel G4 to produce original esports-related content.  Financial terms of the deal were not disclosed. G4 will produce esports content for linear...

Itaú bank sponsors Gamers Club women’s CS:GO tournament

Esports / Thursday, July 22, 2021
Brazilian bank Itaú will serve as the main sponsor of the third Gamers Club Women’s Masters tournament (GC Masters Feminina III, in Portuguese). The tournament, which relies on a $60 thousand BRL (roughly $11.5 thousand USD) prize pool, is one of the main women’s Counter-Strike: Global...