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 Tourism Ireland getting into gaming via the Vikings; EA Sports getting in the game with the FAI; Medical services for gamers; eTennis in Store at Decathlon and more…
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TOURISM IRELAND GETS IN THE GAME
Tourism Ireland has created a partnership with Ubisoft, the makers of the Assasins Creed gaming franchise to promote Irish places of interest within a version of the game.
Benbulben the Hill of Tara, the Giants Causeway and other places have been imagined and created in a ninth-century format for the game and worked into a story based on Vikings and the high kings of Ireland.
“The campaign is a fun and innovative way to bring the island of Ireland to the attention of a new audience of gamers,” said Mark Henry of Tourism Ireland.
“We want to spike players’ curiosity about the featured locations and inspire them to come and explore them in the real world.”
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EA SPORTS IN THE GAME WITH FAI
EA Sports has been named as the title sponsor of the FAI’s National Underage Leagues as the 2021 season prepares to get underway.
The gaming brand behind the iconic FIFA series have been long-time supporters of Irish football having been title sponsors of the League Cup since 2009.
This new partnership will see EA Sports sponsor all League, Shield and Cup competitions across both male and female academy systems.
With Government approval to return to play now in place, the new season will kick off last week.
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MEDICAL SERVICES GEARED TO GAMERS
The Cavs Legion team of NBA2K players associated with the Cleveland Cavaliers has signed a partnership with the Cleveland Clinic to provide team members with sports medicine services tailored specifically to egaming.
Neurocognitive and psychomotor skills will be tested and any shortcomings that are identified can be treated in the same way as a regular sports team would treat a musculoskeletal injury.
The deal will also extend towards offering advice around the set up of gamers peripherals from chairs to controllers.
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PIZZA HUT ON BOARD WITH TWITCH
Pizza Hut has signed as a marketing partner of Twitch Rivals North America.
A new Friday Night Bites show will stream celebrities engaged in pizza-themed games while ordering takeaways, and there will be prizes and giveaways for viewers.
During a limited pilot run last year it was reported that over one million concurrent streamers were engaging with the programme.
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DECATHLON INTRODUCES TENNIS ESPORTS
Decathlon in London has opened up a new 300 square metre section of its flagship store to allow customers try out virtual tennis. The trial period runs from today until the end of September and could be rolled out across more of the brand’s 1,600 stores around the world including here in Ireland.
“Decathlon has been an innovator in sport since 1976, always looking at how we can sustainably make sports accessible to the many,” said Eric Mazillier, Decathlon UK CEO.
“We aim to create new ways to improve the lives of our customers and this innovative use of Virtual Reality in a city centre retail space will allow them to experience the joys of tennis like never before. For some it will no doubt be the first time they’ve been able to experience what it’s like to play tennis on a court and we’re delighted to be able to share that moment with them. By using this technology to bring sport to the many we hope we can inspire our local community to lead more active, healthy and happy lifestyles.”
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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.
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