Sky Broadband has partnered David Beckham’s Guild Esports, becoming its title sponsor for the next three years.
The collaboration has been devised by several parties: Sky Broadband’s marketing team, Guild Esports' creative team, Sky Creative and Mediacom Play.
An outdoor mural that wraps around Guild's headquarters building was also brokered by Mediacom Play, designed by Sky Creative and painted by Global Street Art.
Acting as Guild’s Wi-Fi, broadband, and network partner during the initial three-year period, the partnership has three goals: providing opportunities for women in gaming through Guild team Valorant X, driving esports performance and engaging Sky audiences with experiences and competitions.
Dave Stratton, marketing director of Sky Broadband, said: “Our collaboration with Guild is going to change the game when it comes to leveraging a brand partnership. Gaming is rapidly increasing in popularity and immersion.
“This partnership represented an authentic way for us to connect to our audience via a shared passion, culture and vision. This is just the start.”
The partnership’s first ad includes the tagline “Don’t just play the game. Change it” and stars founder Beckham.
Rory Moran, director of global partnerships at Guild Esports, added: “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.”