Computer game tournaments organiser Gfinity Plc (LON:GFIN) has entered a strategic partnership with MediaCom, one of the world's leading media agencies.
Gfinity and MediaCom Sport & Entertainment will work together to identify and develop innovative partnership opportunities for potential sponsors within the e-sports environment.
The deal was announced in the wake of November’s announcement of the formation of the Gfinity Elite Series e-sports platform.
The partnership with MediaCom is expected to enable Gfinity to reel in sponsorship deals and publicise the Gfinity brand.
MediaCom advises a number of blue-chip clients, including American Airlines, Sony, Allianz, Indeed and Škoda on how best to optimise their investments in sport and entertainment.
"E-sports is one of the fastest growing sports in the world, especially with the much sought-after millennial audience,” said Misha Sher, head of MediaCom Sport & Entertainment.
“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,” Sher added.
Neville Upton, chief executive of Gfinity, said the company’s ambition was to develop a world class e-sports competition.
“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 e-sports can offer an environment in which to engage with millions of their core consumers," Upton said.