Gfinity has announced a new partnership with MediaCom Sport & Entertainment, to “identify and develop innovative partnership opportunities for potential sponsors within the eSports environment.”
The partnership appears to be centered around the upcoming Gfinity Elite Series, a major UK competition that we currently know little about. The partnership is designed to help Gfinity maximise the commercial value of its assets and leverage the brand and consumer insights to attract a wide range of partners. In real terms this probably means the two will work together on advertising and marketing the elite series while also looking to bring in sponsors and expand Gfinity’s reach.
Misha Sher, MediaCom Head of Sport & Entertainment, said:
"Esports is one of the fastest growing sports in the world, especially with the much sought-after millennial audience. Gfinity has been one of the early trend setters in the sport and the Elite and Challenger Series have the foundations to become the biggest competitions in the world. As an agency that has always been at the forefront of trends and innovation, it's a privilege for us to partner with Gfinity who we believe will be the world's leading eSports producer and operator."
Neville Upton, Chief Executive of Gfinity, said:
"Our ambition is to develop a world class eSports competition that provides an unparalleled experience for competitors, partners, and fans. Partnering with MediaCom Sport & Entertainment at the launch of the Elite Series will ensure that we create the most attractive and engaging environment for partners, many of whom are eager to get involved with the sport. Our colleagues at MediaCom work alongside some of the world's biggest brands and have a unique understanding of how esports can offer an environment in which to engage with millions of their core consumers."
Little is known about the Gfinity Elite Series, but with the tournament originally due to start in January we are expecting a big announcement very soon.