Shauna Lewis
Sep 28, 2022

Sky Broadband sponsors David Beckham’s Guild Esports

Initial partnership lasts for three years.

Sky Broadband sponsors David Beckham’s Guild Esports

Sky Broadband has partnered David Beckham’s Guild Esports, becoming its title sponsor for the next three years.

The collaboration has been devised by several parties: Sky Broadband’s marketing team, Guild Esports' creative team, Sky Creative and Mediacom Play.

An outdoor mural that wraps around Guild's headquarters building was also brokered by Mediacom Play, designed by Sky Creative and painted by Global Street Art.

Acting as Guild’s Wi-Fi, broadband, and network partner during the initial three-year period, the partnership has three goals:  providing opportunities for women in gaming through Guild team Valorant X, driving esports performance and engaging Sky audiences with experiences and competitions.

Dave Stratton, marketing director of Sky Broadband, said: “Our collaboration with Guild is going to change the game when it comes to leveraging a brand partnership. Gaming is rapidly increasing in popularity and immersion.

“This partnership represented an authentic way for us to connect to our audience via a shared passion, culture and vision. This is just the start.”

The partnership’s first ad includes the tagline “Don’t just play the game. Change it” and stars founder Beckham.

Rory Moran, director of global partnerships at Guild Esports, added: “Attracting a global media and entertainment powerhouse like Sky is testament to Guild's successes to date and plans for the future - in a partnership which will continue to drive us to the highest levels of performance in competitive esports.”

Source:
Campaign UK

Related Articles

Just Published

10 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

11 hours ago

Agency Report Card 2024: Initiative

After losing marquee clients Amazon and Lego, Initiative faces an uphill battle to rebuild its reputation, leaning on new tools, a "challenger" mindset, and a focus on e-commerce to stay competitive in a rapidly shifting industry.

12 hours ago

Global CEO of WPP Media’s Nexus departs

Bidon has been global chief executive at Nexus since April 2022.

12 hours ago

Mark Read: 'People are happier when they’re in the ...

WPP’s chief executive spoke at SWSW and touched on hybrid working, the future of the workforce with AI and whether brands will return to X.