Guild Esports PLC (LSE:GILD, OTCQB:GULDF) saw its shares rise around 11% on Monday morning as it announced a deepening of ties with Sky TV.
The London-listed company, in a statement, said SkyGlass – the new smart-TV and satellite-less / streaming-based version of the pay-TV platform – becomes Guild’s official television partner, effective immediately.
It will result in an increased sponsorship fee for years two and three of the Guild’s existing brand deal with Sky, resulting in higher value compared to a prior agreement with SamsungTV.
Alongside this brand tie-up, Sky is committing to invest a ‘six-figure’ sum to refurbish the entire Sky Guild Gaming Centre with the work expected to be completed during the fourth quarter.
Sky Glass will receive prominent exposure of its Glass devices across the Sky Guild Gaming Centre, it added.
"It's an exciting day for Guild as we sign Sky Glass as our official television partner,” chief executive Jasmine Skee said.
“Since first partnering with Sky in September 2022, our relationship has flourished, and we have collaborated on successful campaigns, events and tournaments that have grown both the Guild and Sky brands.
“With our shared vision and commitment to esports excellence, we are setting the gold standard for partnerships in the esports realm.
Skee added: "Sky's six-figure investment into our headquarters is creating a nexus in London for gaming and esports.
“As we move forward into the next phase of our partnership with Sky, visitors to the Sky Guild Gaming Centre can expect to see thrilling tournaments and unforgettable gaming nights."
Guild shares were up 15.5% in Monday morning's dealing, changing hands at 0.78p each to value the micro-cap company at around £5 million.