Guild Esports enters into partnership with Finn Harps FC – European Gaming Industry News

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Guild Esports has entered into a partnership with Finn Harps FC and becomes the new main sponsor of the Irish football club.

The partnership will see the Guild branding on Harps First and Second Team jerseys and on FIFA 22, as well as a series of fan-led activations featuring Harps players and club staff with Guild athletes.

UK-based Guild Esports, which is co-owned by David Beckham, involves professional players in major gaming competitions and gained worldwide attention when it established a pioneering esports academy and launched a distinctive lifestyle brand.

Harps will work with Guild Esports to grow Guild’s audience base in Ireland and to encourage talented Irish players to join Guild’s world-class academy, helping them become the esports stars of tomorrow.

Guild will also see a presence around Finn Park with a prominent place in the club’s official match day programs, billboards and digital and social media channels throughout the partnership which has the option of an additional year to to follow.

Aidan Campbell, Marketing Manager at Finn Harps, said: “We welcome all Guild members to the Finn Harps family.

“This partnership offers some really exciting possibilities for Finn Harps and it began when we learned that we had attracted a cult following on the Guilds FIFA show. This led to a series of meetings between our media / marketing team and Guild on the possibilities of working together on projects that could exploit the enormous intersection between live football and the Irish esports community.

“The Guild team has impressed us from day one with their mission and willingness to offer something new in esports, so we are really looking forward to working with them to develop the many exciting ideas that we have planned. .

“We had alternative offers for jersey sponsorship, but felt that this represented an unprecedented opportunity to create initiatives that will engage a younger audience with the League of Ireland.”

Michelle Tierney, Commercial Director of Guild Esports, said: “We are extremely proud of this unique partnership and the opportunities it will provide for Guild and Harps to make an impact on the growing Irish Esports scene. We were drawn to Finn Harps because it is a fan-owned club with a distinct identity, which seems to continually defy the odds. Harps are everyone’s second favorite team on FIFA, and we want to use this partnership to further extend that reputation and position Guild as everyone’s favorite Esports team!

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