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 NFT’s in F1, the teaser drop for Madden 22, an old school first in esports and a look ahead to the conclusion of the Legion eSports Fortnite Summer Skirmish next weekend.






McLaren Racing is partnering with Tezos as the team’s Official Technical Partner in a new multi-year technical partnership across Formula 1, INDYCAR and esports.

McLaren will build a dedicated platform that brings its racing heritage and driver line-ups across its multiple teams into the world of NFT fan experience.

In keeping with the trend towards sustainability and energy conservation, Tezos’s pioneering Proof of Stake mechanism is a significantly more energy-efficient approach to securing its network, using two million times less energy than Proof of Work networks like Bitcoin. This allows Tezos to operate cleanly, with minimal energy consumption and a negligible carbon footprint.

As part of the partnership, the Tezos brand will be represented across the McLaren Formula 1 and Arrow McLaren SP teams, including on the race suits of McLaren F1 drivers Lando Norris and Daniel Riccardo, and AMSP drivers Pato O’Ward and Felix Rosenqvist. Tezos will also be presenting partner of the McLaren Shadow esports team.





It is digital of course but if you complete it in this format you will be able to purchase and old world physical album as well.

Generations of children have learned more about soccer stars through the collection and swapping of sticker albums than through any other medium and this first for Panini, producing an album for the SuperLiga League of legends competition and lots teams feel like another important milestone in the fan experience around esports.

All the familiar elements of players, kits, crests and venues are included and you’d have to imagine it is only a matter of time before the idea expands beyond this first pilot in Spain.





Madden 22 is the latest edition of the EA Sports NFL game that has often led the way in terms of gameplay and marketing.

The game will release on August 20th but it’s often the build-up that matters as much and last week saw the drop of the first reveal of what will be in the game.

Gaming sites have been abuzz with changes and pre-order marketing.

Here is a taste of what is to come…




The Final of the Legion esports Fortnite Summer Skirmish will take place next Saturday having worked its way through from the initial Qualifiers at the end of last month.

The Summer Skirmish is hosted by The Gara Show and has attracted the best of Ireland’s Fortnite community.



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