Each week we bring you a taste of what is happening around the commercial world of esports. We will focus on advances in the Irish sector when there are some, as well as on some of the commercial deals which are taking place and fuelling the rapid growth of this area within the world of sport.

Today we have news of a new ball in NBA2K; how professional footballers are being paid to promote and how another well know brand is getting more active in the esports sponsorship marketplace.






Semper Fortis eSports has signed England and Man United player Harry Maguire as an ambassador for its team and brand. He joins fellow Premier League star Dominic Calvert Lewin on the team roster.

Both players are being paid in warrants that will enable them to buy shares in the business in 12 months time, prompting a greater level of genuine engagement than might be the case in a regular deal.

“When I’m not on the pitch and training one of my favourite ways to relax is playing online against teammates and friends,” said Maguire. “It has been a great way to pass the time, particularly in lockdown.”

“When I was approached by Semper Fortis to become one of its ambassadors I was really intrigued about what they are looking to achieve in gaming and esports.”





Nestle brand Kit Kat has extended its sponsorship of esports through partnerships with League of Legends tournaments in Europe.

The brand came on board for the LEC tournament in Spring of 2020 and this years tournament generated 44 million hours of watched content.

It will now expand to the same tournament through 2023 and add an additional 12 regional leagues.





The basketball used by teams in the NBA2K game turned silver last week and saw Wilson replace Spalding as the brand on the ball.

The move mirrors the real world with the same switch taking place in the NBA from the start of next season.

“Esports is such a huge part of basketball culture. The NBA 2K League is a great way for us to build excitement ahead of our on-court debut this fall for the NBA’s 75th anniversary season.”





Legion Esports, the FAI and Core Sponsorship are all among more than 250+ members of the Sport for Business network of sporting and business organisations working together across a number of key areas.


Sport for Business Partners