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 take a look at how Finn Harps of the SSE Airtricity Premier League have signed an initial one year deal with David Beckham’s esports brand and more…







Guild Esports, the esports organisation in which David Beckham has a significant stake, has announced a new strategic partnership with what they refer to as the ‘cult’ football team, Donegal’s finest – Finn Harps FC

Statistically, Finn Harps is one of the lowest-ranked teams on EA SPORTS FIFA games, the club will work with Guild Esports to increase its audience base in Ireland, and to encourage Irish EA SPORTS FIFA gaming talent to join Guild’s world-class academy, helping them become esports stars of the future.

Founded in 1954, Finn Harps FC is a member-owned, community football club based in Ballybofey, County Donegal

Playing in the Premier Division of the League of Ireland (SSE Airtricity League), the team rose to prominence during the 1970s, winning the FAI Cup in the 1973-74 season, and picked up a cult following that grew as Harps featured in EA SPORTS FIFA games from the early 2000’s onwards.

Guild regularly features Harps in their viral EA SPORTS FIFA show FFFFFFF, adding to the cult following the club has built up over the years, and achieving millions of views for Season One.

This new partnership between Harps and Guild will continue to grow that reputation, through Guild branding on both Harps’ first and second replica kits and on EA SPORTS FIFA 22, alongside a series of fan-led activations featuring Harps players and club staff with Guild athletes.

Guild will also now have a presence around Finn Park, as the esports organisation will feature prominently across match day programmes, advertising hoardings and the club’s digital and social media channels during the partnership.

The deal is for an initial one year, with the opportunity for a further year to follow.

“We’re immensely proud of this unique partnership, and the opportunities it will offer for both Guild and Harps to create impact in Ireland’s growing esports scene,” said Guild Chief Commercial Officer Michelle Tierney.

“Harps have built a truly amazing reputation and following as everyone’s second favourite team on EA SPORTS FIFA, and we want to use this partnership to expand that reputation even further, and to position Guild as everyone’s favourite esports team.”

“We would like to welcome everyone from Guild into the Finn Harps family, added Aidan Campbell, Marketing Officer at the club.

“This partnership offers some genuinely exciting possibilities for Finn Harps and it began when we learned we had attracted a cult following on Guild’s FIFA show. This led to a series of meetings between our media/marketing team and Guild about the possibilities of working together on projects that could harness the huge crossover between live football and the Irish esports community.”

“The team at Guild impressed us from day one with their mission and drive to offer something new to esports, so we are really looking forward to working with them to develop the many exciting ideas we have planned. We’ve had alternative offers for shirt sponsorship, but we felt this represented an unprecedented opportunity to create initiatives that will engage a younger audience with the League of Ireland.”





Dentsu has announced the creation of a new Gaming Division which it says will help brands to ‘leverage the potential of gaming for business growth.”

The division will draw on experience from across its wide range of advertising and marketing companies around the world, including that of Carat here in Dublin.

The move follows the lead set by Core media who created a similar focus earlier this year and scored Ireland’s largest esports partnership to date between An Post Money Mate and the Legion Series.






The Esports Awards, one of the most prestigious night in the esports calendar has announced one of the world’s leading full-service travel brands, Expedia as the Official Travel Companion of the 2021 Esports Awards.

Expedia will work closely together with the Esports Awards on creating a number of ‘epic moments’ for attendees, viewers and fans showcasing the worldwide nature of the awards. Expedia will be organising several co-streams for the night of the awards with creators in different regions to showcase different sectors.

The event will take place at the Esports Stadium Arlington, Texas on November 20th and will hand out no fewer than 37 awards.

“The travel industry has a natural synergy with esports like no other. Our audiences are happy to travel around the world for key gaming moments. The engagement potential for travel is second to none, from check in to check out you are able to connect with fans. That’s why we are extremely happy to be the first esports event to partner with a travel brand as prestigious and world-renowned as Expedia.” said Michael Ashford, CEO of the Esports Awards

“We’re excited to announce this collaboration with the Esports Awards, an event as global as our travellers. We know the travel audience is a big part of the gaming family and we look forward to helping them, fans and followers unleash their travel greatness through the epic, in real life trips we all can’t wait to take again. As presenting sponsor of the Esports Coach of the Year Award, we’ll help celebrate the role a coach plays as their team’s ultimate companion and our partnership will feature one of the most celebrated coaches in the world on the big night on November 20th” added Mike Wolfe from Expedia Group.





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