Guild Esports PLC (LON:GILD) said it has signed a two-year multi-million-pound sponsorship deal with the Subway sandwich chain covering 55 markets in the EMEA region.
Under the terms of the contract, the company said it will receive four equal instalments in cash over the 24-month period, although the exact value of the contract was not disclosed.
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The deal provides Subway with marketing rights and exposure across Guild's team jersey as well as social and digital content featuring the company's pro-players and content creators. Subway's logo and brand will also be displayed at Guild's new London headquarters which is due to open later this year.
Guild added that Subway has been appointed as an official academy partner of the company and will be fully integrated into its digital and physical programme.
"We are incredibly proud to partner with Subway, an iconic global brand. This partnership is particularly exciting as we are completely aligned with Subway's commitment to helping people make better choices. These shared values also provide a strong foundation for a unique relationship and participation in our Academy. We have received strong support from Subway and look forward to deepening our partnership for the long term,” Guild’s executive chairman Carleton Curtis said in a statement.
"The deal keeps Guild Esports on track to generate significant sponsorship revenues in its first full year since the IPO. As we build a young, dynamic community and fanbase that is much sought-after but hard to reach, our new business momentum continues to grow, and we look forward to announcing new sponsors in due course", he added.