David Beckham-backed Guild Esports signs up Samsung as a sponsor
David Beckham’s London-listed Guild Esports organisation has signed Samsung as a sponsor.
The one-year deal to be Guild’s official display partner is the electronics giant’s first with a British esports team.
Samsung is meeting the undisclosed value of the deal with 50 per cent cash and 50 per cent value in kind, in the form of monitors.
Kal Hourd, chief executive of Guild Esports, said: “We’re delighted to be partnering with a brand as prestigious as Samsung, further demonstrating a commitment to our audience by aligning with best-in-class brands throughout our partner family.
“Guild has become the fastest growing esports organisation in Europe and this partnership highlights the quality of brands that Guild is able to attract, and our pipeline of potential new sponsorship deals remains strong.”
Guild Esports is part-owned by former England football captain Beckham and listed on the London Stock Exchange in October.
Competitive gaming is forecast to generate more than $1bn in 2021, an increase of 15 per cent.
“This partnership shows our continued commitment to gamers and the wider industry and will offer fans experiences beyond the norm,” said Damon Crowhurst, display head at Samsung Electronics UK.
“Historically, we have a long-standing legacy in esports, and we see Guild as the perfect partner to continue this in the UK and Ireland.
“We’re excited to be a part of the Guild family and look forward to building on this momentum and delivering value to the gaming audience.”