A weekly round-up 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.
This week we look at a new deal for Epic Global, Tiger Wood’s Cover return and an extension of competitive gaming for EA Sports and the NFL.
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EPIC GLOBAL SIGNS UP GAIMIN GLADIATORS
Irish-based agency Epic Global has joined forces with international esports organisation Gaimin Gladiators to explore new commercial partnerships.
Gaimin Gladiators’ management is based out of Canada, but the team fields rosters across Europe and Southeast Asia.
Their current principal commercial partner is Gaimin, a crypto mining platform.
Epic Global currently represents Tundra Esports, Rehab Group, Norwich FC and Nottingham Forest FC’s Jesse Lingard.
They were recently involved in Liverpool FC star Virgil Van Dijk’s entry into esports.
“It was clear from the offset that Gaimin Gladiators wanted to disrupt the space and their passion was obvious,” said Commercial Director Craig Winfield.
“Gaimin Gladiators are here to compete at the highest level in a number of esports titles and we look to match this ambition in their commercial offering to brands.”
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TIGER BACK ON THE COVER
Tiger Woods has been unveiled as the cover athlete of PGA Tour 2K23 golf game to be released shortly.
“Excited and honoured to be the cover athlete for #PGATOUR2K23,” Woods wrote on Twitter.
The game will be launched on October 14th as a rival to EA Sports PGA Tour licensed offering.
That was a reboot of the franchise that was originally led by Woods but which has lain dormant since 2015.
The high profile of golf over the past two years and the younger demographic attracted through the Covid period when gold was one of the few sports to be played has clearly had an impact on the gaming sector.
“I am looking forward to making my return to the video game landscape, and with 2K and HB Studios, I’ve found the right partners to make it happen,” said Woods.
“I’m honoured to take part in this opportunity and look forward to sharing my expertise and insights as we build the future of golf video games together.”
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NFL EXTENDS WITH EA SPORTS ON MADDEN
EA Sports and the NFL have agreed a new multi-year partnership renewal for the EA SPORTS™ Madden NFL Championship Series (MCS).
The announcement follows competitive Madden NFL’s best season in history as last year’s MCS 22 achieved a four-fold broadcast increase for its average minute audience year-over-year.
“Madden NFL esports continues to deepen the love of the game with fans, players, and viewers. It’s teaching viewers how to improve at the game, while deepening engagement with Madden’s most loyal fanbase,” said Brent Koning, VP of EA Esports.
“Since the MCS started five years ago, it has helped showcase the game by elevating the greatest players in the world, while giving every single Madden NFL player the chance to go from couch to champion. We can’t wait to see how the MCS 23 season unfolds.”
“As a trusted partner for more than 30 years, EA’s commitment to football authenticity with Madden NFL is exemplary,” said Ed Kiang, VP, Video Gaming at the NFL. “Extending our partnership with EA is another avenue for the League to grow fandom off the field and enhance the EA SPORTS Madden NFL Championship Series by aligning Madden competitive gaming with NFL moments. Our joint efforts will drive the type of excitement that NFL fans expect while also highlighting the best Madden players in the world.”
To maximize reach and fan engagement, the recently announced MCS 23 calendar will closely align with the NFL season, culminating with the Ultimate Madden NFL 23 Bowl during the week of Super Bowl LVII, as $1.7 million in total prize money is up for grabs throughout the season.
The NFL and EA will partner on innovative new experiences to provide fans around the world with more ways to connect with the excitement of NFL football. Additionally, Campbell’s Chunky® Soup will return as an MCS partner and receive virtual naming rights to the uniquely created Campbell’s Chunky® Stadium.
MCS 23 will feature an expanded competitive program for football and esports fans, providing more ways to compete and additional entertainment to watch.
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