The commercial world of esports never stops and with tournaments edging closer, here are the latest partnerships.

ESL Gaming:

ESL Gaming have announced a new partnership with German dairy company Müllermilch, with the brand becoming a premium partner of ESL Meisterschaft in 2022.

Müllermilch will provide fans and participating teams with different products and both companies will collaborate on activations that are focused on community participation.

Commenting on the deal, ESL Gaming senior director of global brand partnerships, Jasmin Haasbach, said: “We are very excited to welcome an iconic brand like Müllermilch, which continues to impress with iconic campaigns, as a partner to create new highlights in national esports together.”

“We are seeing a strong response from brands looking to get started in esports and in Müllermilch we have found a strong partner who is keen to help shape the future of esports for the community in the long term,” she said.

The announcement comes a day after ESL extended their partnership with esports data company, Bayes Esports until at least 2023, where they’ll provide data for game titles, optimised coverage and data-driven content.

Evil Geniuses:

North American based esports organisation Evil Geniuses has named CSM as their sponsorship sales agency.

The deal means CSM will assist the organisation in identifying, developing and securing high-profile brand partnerships.

Commenting on the deal, CSM chief commercial officer, Matt Grandis, said: “Evil Geniuses is a true pioneer in the world of esports and gaming, with a long history of being at the forefront of the industry.”

“With our existing network and expertise in the commercial partnerships sector, we see this as a great opportunity to introduce Evil Geniuses to new brands and audiences across the world who share their values,” he said.

Additionally, the Partnership will also seek to expand Evil Geniuses’ global audience.

Virtus.pro:

Russian esports organisation Virtus.pro has continued its partnership with car company, HAVAL, who are owned by Great Wall Motors.

The partnership extension will see HAVAL become a partner of all Virtus.pro’s first teams, after their original partnership saw the car company sponsor the organisation’s Dota 2 roster.

Commenting on the extension, Virtus.pro chief executive officer, Sergey Glamazda, said: “Both Virtus.pro and HAVAL are results-oriented enterprises that aren’t afraid of taking chances every now and then.”

“Some of our supporters are already proud owners of HAVAL cars, which leads me to believe that we are moving in the right direction,” he said.

HAVAL will also continue their support of live esport event coverage for Russian audiences.

PSG Talon:

Hong-Kong based League of Legends team PSG Talon have announced a new gaming peripheral partner, SteelSeries.

SteelSeries will provide players with a wide range of computer peripherals, from mice to headphones, the players will also get to take part in product testing for the company.

Commenting on the deal, SteelSeries APAC vice president and general manager, Dickson Lee, said: “We are very excited to welcome the PSG Talon Team to the SteelSeries family.”

“The kickoff of the 2022 League of Legends season is a tremendous opportunity for us to help empower the team to reach their full potential and achieve even greater success,” he said.

SteelSeries has become the seventh partner of PSG Esports, joining the likes of streaming platform Twitch and gaming chair manufacturer noblechairs.