The Irish esports market has received an important boost with the news that An Post Money Mate is sponsoring The Legion, Ireland’s first Content Creator Programme.

This deal between the new an Post product, aimed at young adults, and Sport for Business members Legion esports is one of the most significant gaming collaborations to date in the Irish sponsorship industry.

The deal was brokered by Core, Ireland’s largest marketing communications company who are making significant advances themselves in this fast growing sector.

As part of the gaming partnership, An Post Money Mate will become an official partner of The Legion community and title sponsor of The Legion Esport Series.

The gaming audience is one of the fastest-growing communities in the world with research here estimating that over 2.4 million people in Ireland are engaged with gaming.

Core identified the gaming community as a significant opportunity for An Post Money Mate, as it allows the brand to connect with Millennial and Gen Z customers.

Community

‘The Power of Community’, will be a central theme across the partnership positioning An Post Money as more than just a bank for the gaming community.

To complement the partnership, a number of Legion ambassadors have been appointed who will engage in a range of activity including the creating and sharing of content on their online platforms including Twitch, YouTube, Twitter and Instagram.

Doolsta, a professional esports competitor, Tiny Tina, a YouTube streamer, and Audrey, a Twitch streamer may not be as well known as Kellie Harrington or Con O’Callaghan but to the gaming audience, they are stars whose endorsement carries real influence.

To further amplify the content, a partnership with Entertainment.ie will extend reach to gamers across Ireland. This will involve a full takeover of the gaming section on Entertainment.ie and also streaming parts of the tournament live on their website via twitch.

Sport for Business will host an in-depth interview to discuss the various partnership elements, the reasoning behind the partnership and the benefits of the An Post Money Mate App for Gen Z’s.

“At An Post, we are hugely excited to be involved with The Legion as the first Irish brand to enter a partnership of this size and scale with them,” said Digital Marketing and CRM Manager Conor Barron.

“We share a keen sense of community with gamers and the gaming industry and we look forward to using this innovative and exciting medium to communicate with them both.”

Partnership

“Brand partnership in the Irish gaming market has been relatively underdeveloped until now, although not for lack of potential from a gaming perspective,” added Colm Roche, Sponsorship Director – Talent and Esports with Core.

In 2020, the Irish gaming market was an estimated €91 million, with 80 per cent of Irish gamers playing every day.”

“For An Post, a long-standing brand embedded in the Irish community, to partner with an Irish company in the gaming industry known for having a predominantly youthful audience and community, is a hugely significant moment. The partnership is one of the biggest gaming collaborations in Ireland, so for Core to be directly involved in making that happen is very exciting and rewarding.”

“We are incredibly proud to welcome An Post Money Mate as Title Partner of the Legion Esports Series and Official Partner of our Legion Creator Programme,” said Stuart Dempsey, CEO of the Legion esports series.

“An Post is a brand that has always been synonymous with community, something that aligns perfectly with the thousands of gamers and viewers that make up our Legion audience. This partnership is a great vote of confidence in our growth and success to date and we look forward to a really exciting collaboration.”

 

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