Shauna Lewis
Sep 28, 2022

Sky Broadband sponsors David Beckham’s Guild Esports

Initial partnership lasts for three years.

Sky Broadband sponsors David Beckham’s Guild Esports

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.”

Source:
Campaign UK

Related Articles

Just Published

3 hours ago

Edelman global revenue falls 3.7% to $1.04 billion ...

The independent agency’s performance was impacted by a 9.1% decrease in the US, while Asia-Pacific rose by 1.7%, with Korea, India and Singapore all posting gains.

4 hours ago

Google incorporates Gemini into Performance Max

The roll-out of Performance Max's enhanced generative AI capabilities will begin in the US in March in English, expanding globally thereafter.

4 hours ago

Women to Watch Greater China 2024: Amanda Ma, ...

Ma’s deep understanding of the Chinese market and its nuances, and the ability to unify and inspire diverse functional teams are instrumental in her holistic strategy to develop talent effectively.

4 hours ago

Looking back, looking forward: Tze Kiat Tan, BBDO Asia

In a fresh series, APAC adland CEOs share their hopes and fears for the year ahead and reflect on 2023. In this edition, we chat with Tze Kiat Tan, CEO of BBDO Asia.