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Subway signs first EMEA-wide esports sponsorship deal with Guild
Friday, 02 April, 2021, 16 : 00 PM [IST]
London, UK
Guild Esports, the global esports team organisation co-owned by David Beckham, has reported its partnership with Subway®, the world’s largest submarine sandwich franchise.
In a two-year partnership, the restaurant becomes guild’s official quick-service restaurant partner as well as the official academy partner of the company in more than 50 EMEA markets. It is the first esports team organisation to sign an EMEA-wide sponsorship agreement with the restaurant.
The restaurant’s rights package includes the branding of team jersey, featuring graphics by renowned London streetwear artist Fergus Purcell, bespoke branded content across the company and its London headquarters opening later this year, player and content creator channels, and exclusive esports activations.
By becoming an Academy Partner, the restaurant will be able to engage with young audiences in key markets across EMEA at a local level and support the company in delivering a balanced choice nutrition programme to its academy members and fans. Both partners have shared values and look forward to working together to support young gamers to make food choices which are good for them and their local communities.
The restaurant is a proponent of making better choices and working with young adults at a grassroots level to give them the opportunities to harness their passions, build their careers, and develop their skills on a practical and entrepreneurial level. This aligns with the values of both companies as, since its launch in June 2020, the company has been committed to developing best-in-class esports teams whilst finding and training the next generation of players.
Carleton Curtis, executive chairman, Guild Esports, said, “We are incredibly proud to partner with Subway, an iconic global brand and the world’s largest submarine sandwich franchise. This partnership is particularly exciting as we are completely aligned with Subway’s commitment to helping people make better choices. It is our shared values that will provide a strong foundation for Subway’s unique relationship with our academy, which provides opportunities and education to the next generation – from career opportunities to health and wellbeing. We look forward to deepening our partnership with Subway for the long term. Guild’s growing presence and world-class team performances are attracting keen interest from leading brands and sponsors as esports becomes a mainstream social and entertainment activity.”
Louise Wardle, vice president marketing EMEA, Subway, said, “At Subway, we have been looking at different ways to connect with younger audiences but wanted to do so authentically, with more than just a logo. We’re thrilled to be partnered with Guild Esports, which goes far beyond the typical esports company. Its world-first Academy is completely unique, offering the opportunity for young gamers to harness their passions, build skills and fulfil their dreams. By also collaborating with lifestyle and entertainment stars, Guild appeals to gamers and fans alike. This grassroots partnership will therefore connect a globally responsible brand with young people across EMEA.”
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