The three-year sponsorship deal focuses on women in gaming, driving esports performance and engaging audiences
Sky Broadband has agreed a sponsorship deal with David Beckham’s Guild esports team.
The collaboration (involving Sky’s in-house creative agency Sky Creative, Guild esports creative team, media agency Mediacom PLAY and Global Street Art) has resulted in the creation of a Guild jersey for the 2022/23 season as well as an outdoor mural wrapping the Guild HQ building.
The mural was negotiated by Mediacom PLAY, designed by Sky Creative and painted by Global Street Art.
Sky Creative has also created a 30-second and 15-second sting for use across social media, alongside stills of the mural and talent.
Over an initial three-year period, Sky and Guild will focus on three core areas:
- Women in gaming – providing greater opportunities for women in the esports industry via the Guild team Valorant X
- Driving esports performance – leading the way in player performance and best practice coaching developments
- Engaging audiences – bringing esports to Sky customers with exclusive competitions and experiences across all of Guild’s title
Sky also becomes Guild’s HQ, wi-fi, broadband and network partner for the next three years.
Stephen van Rooyen, EVP & CEO, UK and Europe at Sky, said: “Sky transformed the way you watch TV, now we want to transform the gaming experience. In esports, every second counts, so Sky’s ultrafast broadband will be perfect for Guild’s gaming HQ. Speed and reliability will give the Guild team and gamers across the nation the edge over the competition.”
Rory Moran, director of global partnerships at Guild Esports, added: “We are incredibly proud to welcome Sky to Guild in their first major partnership in esports. Attracting a global media and entertainment powerhouse like Sky is testament to Guild’s successes to date and plans for the future – in a partnership which will continue to drive us to the highest levels of performance in competitive esports. Our collective vision for success, shared values and commitment to driving the esports sector forward makes this one of the most exciting partnerships in global esports.”
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