HomeeSportsTop Esports Commercial Partnerships: CDL, Knicks Gaming, More

Top Esports Commercial Partnerships: CDL, Knicks Gaming, More

Esports Wrap Up

Top Esports Commercial Partnerships: CDL, Knicks Gaming, More

After several large announcements over the last week, here are the latest esports commercial partnerships.

Call of Duty League

Call of Duty League:

The Call of Duty League (CDL) has announced FPS performance and training platform, Aim Lab, as their new first-person training sponsor.

Aim Lab will become the presenting sponsor of the Call of Duty Challengers Scouting Series, and will broadcast segments featuring highlights of completed matches as well as producing a ticker to keep viewers up to date on Challengers matches during main CDL broadcasts.

Commenting on the deal, Activision Blizzard Esports vice president of global partnerships, Jack Haravi, said: “Aim Lab’s training systems are built to help consumers understand the skills needed to become an esports superstar.”

“Call of Duty League is excited to team up with Aim Lab to develop original content that highlights their training software as well as shines a spotlight on the Call of Duty Challengers path to pro circuit,” he said.

The announcement comes after CDL franchise, OpTic Texas, announced Mountain Dew as the presenting partner of the CDL Major I, which wrapped up on 6 March.

Knicks Gaming

Knicks Gaming:

Knicks Gaming and Razer have announced a partnership that sees the hardware and tech company become the official chair partner of the NBA 2K League franchise.

The deal will see players and staff members use Razer chairs in their facility, with the pair also collaborating on digital content, with one being: how to assemble a Razer gaming chair.

Commenting on the deal, MSG Sports vice president of business and operations, Dan Fleeter, said: “We are proud to have Razer as the official gaming chair partner of the Knicks Gaming team.”

“We look forward to utilizing their high-performance, high quality gaming chairs, and know that this partnership will be beneficial for both brands as we kick off the 2022 NBA 2K season,” he said.

Since revealing its chair in 2020, Razer has also landed partnerships with Alliance, Team Quesco and KRC Genk Esports.

Complexity Gaming:

American esports organisation Complexity has announced an expansion of their partnership with beer brand, Miller Lite.

The expansion will see the pair collaborate on merchandise, and support minority voices in esports, with the two companies also creating a new initiative to support diverse communities.

Commenting on the partnership, Complexity Gaming senior director of partnerships, Ben Yancey, said: “Our relationship with Miller Lite has continued to grow organically well into year three of this partnership.”

“We’ve had great success with Miller Lite creating engaging content and brand activations and look forward to expanding further into merchandise and developing positive social initiatives for the gaming ecosystem,” he said.

The announcement comes after Envy Gaming announced a partnership with the*gameHERS to build diverse communities in the esports world.

Chiefs Esports Club

Chiefs Esports Club:

Australian esports organisation, Chiefs Esports Club and Australian university, Bond have renewed their partnership, making the university the official education partner of the esports organisation.

After entering a partnership in 2020, the pair worked together on internships, with the goal of giving Bond students their first taste of esports.

Commenting on the extension, Chiefs CEO, Nick Bobir, said: “Bond University has been an amazing partner to work with and we’re thrilled to continue the relationship in the coming years.”

“Whether it is guiding our players through world-class elite sports seminars with a focus on health, nutrition, and wellbeing, or completing training camps on-campus, the partnership will enhance the organisation’s access to gaming and esports fans with whom we engage regularly,” he said.

Additionally, the pair will collaborate on recruitment tournaments with high schools to develop esports oriented curriculum.


ESL Australia:

ESL Australia have extended their partnership with display manufacturer, AOC, with the company becoming the official display partner of the ESL ANZ Champs.

The deal will see broadcasts of the event showcase AOC and its premium brand, AGON, to ANZ audiences.

Commenting on the deal, ESL ANZ Champs product lead, Ben Green, said: “Our audience are hungry for gear that allows them to compete at the highest level, and a high-quality gaming monitor is a key element of any gaming setup.”

“AOC understands what it takes to create products that are suitable for gamers, and that’s reflected in the range of AOC AGON Gaming Monitors that we’ll be showcasing on the ESL ANZ Champs broadcast this year,” he said.

The announcement comes a week after ESL Australia announced 5 Gum as their official gum partner.

Misfits Gaming Group:

Misfits, owners of the Florida Mutineers and Florida Mayhem, have announced a new official blockchain partner, Tezos.

The partnership will see Tezos receive marquee branding and sponsorship rights, the blockchain will also help Misfits launch Block Born, which is intended to be a blockchain gaming community.

Commenting on the deal, Misfits Gaming Group executive vice president, Vas Roberts, said: “Gaming can do a lot better, and blockchain technologies will help get us there.”

“By building new practices upon a decentralized, indexed platform, we’ll reimagine how we work with our community, peers, and partners.

“Tezos will help us share new levels of access, equity, and decision-making, and we’re thrilled to pioneer how blockchain can help gaming organizations redefine how they operate,” he said.

The deal comes after Tezos has previously partnered with French organisation Team Vitality and McLaren Racing.

To see the previous edition of the top commercial partnerships in the esports world, click here.

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