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ormer England soccer captain, David Beckham’s Guild Esports has signed a three-year $6.6 million (UK£3.6 million) with an unnamed ‘new European fintech company serving esports fans.’

The deal sees the UK-based esports start-up, which boasts investors including Beckham, Blue Star Capital, Toro Consulting, and Schroder Investment Management, deliver logo placement on team jerseys and player livestreams.

The partnership is the first major agreement for Guild Esports since its initial public offering (IPO) on the London Stock Exchange (LSE), with the company saying they will reveal the identity of their new major partner at a global event on November 22.

Guild executive chairman, Carleton Curtis, said the partnership is part of the esports group’s plans to generate revenue through tournament winnings, digital marketing opportunities, membership, merchandising, promotional tours, and events.

“We are delighted to announce our first major sponsorship deal which will generate significant revenues for the company,” Curtis said.

“The rapidly growing mass popularity of esports is attracting considerable interest from advertisers and consumer brands, which has generated a strong pipeline of potential business for Guild.

“We look forward to working closely with our maiden sponsor to introduce their brand to our fans,” he said.

In its IPO on the LSE earlier this month, Guild Esports raised $35.5 million to fund its intended expansion into Fortnite and Counter-Strike: Global Offensive (CS:GO), becoming the first esports organisation to enter the LSE at the same time.