Guild Esports, a British esports organization, has signed a three-year partnership with the cryptocurrency exchange, Bitstamp. The deal, valued at $6.10m, is one of the latest moves by a crypto company in the esports space. As a result, Guild Esports will feature Bitstamp signage on the team’s jerseys and across digital media channels, content creators and players. The Bitstamp logo will also arrive at Guild Esports physical headquarters in London.
The venue is due to open in the first quarter of the year. Both organizations have vowed to enhance the experience for their respective
customer bases and seek cross-over points. Kal Hourd, Guild Esports CEO, said: “We are thrilled to welcome Bitstamp to Guild as our official Cryptocurrency Exchange partner.”
Moving forward, Hourd expects the organization to deliver content to audiences that are unique to both Guild and Bitstamp’s identities. He noted that Guild Esports’ own significance in the esports industry has led to interest from a number of brand advertisers from outside gaming.
Meanwhile, Guild Esports is expanding in the US, and using the popularity of its main backer, soccer player David Beckham, as one of its main selling points. Bitstamp is currently one of the oldest crypto exchanges, operating since 2011, and became the world’s first nationally licensed exchange in 2016.
Bitstamp CEO Julian Sawyer similarly welcomed the opportunity to be teaming up with Guild Esports, he said: “Working together to reach esports and gaming fans is a significant moment for us and our growth plans as we continue to bring our trusted service to more mainstream audiences that recognize the benefits of investing in crypto.”
Previously, FTX bought the naming rights for Team SoloMid for $210m, marking the biggest branding deal in esports.
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