Marketplace roundup: Mavericks-Voyager deal includes NBA 2K League tie-up

Voyager Digital inked a five-year exclusive deal with the Mavericks to become the NBA team's first cryptocurrency brokerage and international partner, and as part of the partnership, Voyager will get naming rights to the Mavs Gaming Hub, the official gaming and event venue for the Mavs NBA 2K League team. Excel Sports Management’s properties division secured the partnership between the Mavs and Voyager.

Subway signed a deal with Brazilian esports organization paiN Gaming, per SBJ's Victor Frascarelli. Subway's logo will be displayed in the team’s jerseys and featured in content produced by paiN Gaming players and influencers. The deal is part of a communication strategy developed by dentsu mcgarrybowen for Subway to approach a younger audience and position itself within the gaming community.

Gillette announced the fourth consecutive year of its streamer-focused marketing campaign, the Gillette Gaming Alliance. The campaign brings together a global roster of 11 popular streamers, including F1 driver Lando Norris. Each member of the Alliance will broadcast custom content on their own channels promoting Gillette products and the group will come together for collaborative co-streams throughout the year. This also marks the first year that Gillette's program has expanded beyond Twitch to also incorporate creators on YouTube and TikTok.

Riot Games expanded its relationship with gaming peripherals maker HyperX to include its women-focused Valorant Championship Tour initiative, Game Changers, notes Esports Insider. The new deal will center on Game Changers in the EMEA region, which was added in September after Game Changers' initial launch in North America earlier this year. Valorant remains the most prominent esports for female competitors both in terms of developer support and sponsor engagement.

TikTok continues to expand its presence in esports, signing a jersey logo sponsorship deal with Middle Eastern esports team NASR Esports, per Esports Insider. The deal will also include various content collaborations focused on the Middle East and North African gaming communities. Since the start of the year, TikTok has partnered with a number of esports entities across the world, most notably ONE Esports (affiliated esports brand of MMA company ONE Championship) and Canadian organization Enthusiast Gaming, parent company of the competitive team Luminosity Gaming.

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