February 6, 2023

Juan Kabayan

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Guild Esports strengthens TikTok focus with Little Dot Sport partnership

Image credit: Guild Esports

David Beckham-backed British esports organisation Guild Esports has teamed up with Little Dot Sport, the sports specialist label of London-based company Little Dot Studios, to bolster its channel management and ‘vertical video production’.

This deal will see Little Dot Sport using its TikTok expertise to strategically build Guild Esports a brand and large presence on the vertical-video platform, incorporating its professional players and content creators

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Whilst Guild will be Little Dot’s maiden esports partner, the label is no stranger to sports entertainment brands having previously worked with over 30 celebrated clients. This includes the likes of the International Olympic Committee, Premiership Rugby, Formula E and more.

According to a release, the plan is to build upon Guild Esports’ fanbase through certain social channels. Short video platform TikTok was specifically pinpointed as the organisation’s first platform focus following an in-depth social analysis.

Guild’s partnership with Little Dot adds to the organisation’s already extremely busy year. Since the start of 2022, Guild has announced or renewed eight new partnerships, namely its multi-faceted Sky UK partnership, Samsung expansion and its very own esports college in partnership with SCL Education.

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Guild has also undergone a couple rounds of structural changes this year — in March and in November. The latter saw the appointment of a new Chief Executive Officer (CEO). The organisation also laid off 15 employees earlier this year after Guild posted a near £5m loss over a six-month period.

Robbie Spargo, Director of Little Dot Sport, commented: “We’re really excited to be partnering with Guild Esports, our first-ever esports partner.

“We believe in forming long-term partnerships with our clients, complementing their in-house capabilities with our unique perspectives and expertise, allowing us to deliver their brand ambitions. This partnership is also a step in an area we have long believed to be of vital importance to the entire sports ecosystem.”

Hisham Almadani, Journalist


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Hisham joined Esports Insider in November of 2022. As a first-year student at the University of Detroit Mercy, he hopes to take his career into games journalism. When he isn't writing, he's probably reading.