UK eSports firm Gfinity partners with marketing agencies Pitch and Threepipe

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Ahead of its plan to build the UK's first eSports arena, Gfinity has inked commercial deals with two marketing outlets.

Sports marketing agency Pitch International will become the exclusive commercial agency for the debut Gfinity Championships event.

The Championships will take place between March and September of this year, pitting eSports teams from across the globe against each other in a series of 25 tournaments.

The Championships will take place in Gfinity's planned eSports showground in London, said to be the ‘UK's first and only dedicated eSports arena'.

Meanwhile, multichannel marketing outlet Threepipe will provide Gfinity with b2b PR support, focused on ‘driving brand and industry awareness in key trade and national business media'.

The partnerships follow Gfinity's float on the small business stock market in December, which raised 3.5 million.

Capitalising on the explosive growth in the popularity of eSports, our goal is to create a world class professional gaming programme which offers distribution partners and sponsors outstanding exposure, consistent consumer engagement and high-value branded events and content,” said Jon Varney of Pitch International.

Jim Hawker, Threepipe co-founder, added: Gfinity presents a unique and exciting opportunity for us to help develop the eSports sector in this country and challenge brand and consumer perceptions of the wider sports industry.

The growth in participation, viewing figures and prize funds highlights the potential opportunity open to marketers and indicates that eSports can no longer be marginalised by more traditional sports.”