February 6, 2023

Juan Kabayan

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Key esports sponsorships and partnerships: November 2022

Image credit: Esports Insider

Each month, Esports Insider recaps the biggest esports sponsorship and partnership news from the month prior. Below is our list of the biggest partnerships from November 2022.

November was a hectic month for esports partnerships. News was dominated by the downfall of prolific esports sponsor FTX, which saw esports’ biggest ever partnership deals cancelled. Additionally, Blizzard Entertainment and Riot Games ended major regional distribution partnerships with NetEase and Garena, respectively.

Yet multiple mainstream non-endemic names activated in the space, too, including EE, Netflix, Magnum, Ticketmaster, Inter Milan and many more.

Interested in the narratives behind the news? Subscribe to The Dotted Line newsletter for a no-nonsense, bi-monthly analysis of the most important partnership stories — and the trends that lie behind them. Click here for a direct link to the last edition.

Spotlighted story:

TSM suspends major $210m naming rights deal with FTX

tsm ftx(ESI Illustration) Image credit: TSM FTX

North American esports organisation TSM has suspended its major $210m (~£148m) naming rights partnership with beleaguered cryptocurrency exchange FTX.

TSM announced that the organisation had suspended its FTX partnership effective immediately. FTX branding will no longer appear on any TSM jerseys, social media channels nor, most notably, in its name.

FURIA cancels FTX sponsorship after crypto exchange files for bankruptcy

(ESI Illustration) Image credit: FURIA, FTX

Brazilian esports organisation FURIA discontinued its sponsorship deal with cryptocurrency exchange FTX, FURIA’s Co-Founder André Akkari has announced on Twitter.

The decision was made after FTX, which also sponsors US organisation TSM and the League of Legends Championship Series (LCS), filed for bankruptcy.

Blizzard titles to be suspended in China following end of NetEase deal

Blizzard NetEaseImage credit: Blizzard Entertainment / NetEase

Game publisher Blizzard Entertainment has announced that its 14 years-old licensing relationship with Chinese tech company NetEase is coming to an end in December 2022.

As it stands, Blizzard’s games — including esports titles like Overwatch, Starcraft and Hearthstone — will not be available in China as of January 2023.

Riot Games to self-publish LoL and TFT in Southeast Asia, takes over operations of VCS

Riot Games SEAImage credit: Riot Games

Game publisher Riot Games has announced that it will self-publish League of Legends and Teamfight Tactics in Southeast Asia in 2023, ending its partnership with game developer Garena.

The decision will largely affect the games’ SEA player bases, however the announcement will also impact the League of Legends ecosystem in Southeast Asia. Riot Games will take over the ownership and operations of the Vietnam Championship Series (VCS). The Pacific Championship Series remains unaffected as it was already owned and run by Riot Games.

Fnatic secures investment and partnership with Hivemind Capital

Hivemind Fnatic(ESI Illustration) Image credit: Fnatic, Hivemind

British esports organisation Fnatic has announced a strategic partnership, as well as investment, from cryptocurrency asset manager Hivemind Capital.

The deal is part of a funding round that includes a raft of other cryptocurrency organisations, ranging from metaverse platform GuildFi to gaming and Web3 investment fund WW Ventures.

EXCEL and EE announce three-year renewal

EE and EXCEL renewalImage credit: EE, EXCEL

British esports organisation EXCEL ESPORTS and mobile network operator EE have renewed their partnership for a further three years.

After first teaming up with EXCEL in 2020, EE will continue as the organisation’s lead partner until 2025.

Inter Milan teams up with Italian esports organisation Mkers

MKERS, Inter Milan

Italian football team Inter Milan has enlisted esports organisation Mkers to increase its presence in esports.

According to the announcement, the club aims to further develop its esports ambitions and will utilise the assistance of Mkers to improve its esports segment in the future. As a result of the partnership, the two companies will collaborate on a new eFootball roster.

Netflix, Magnum and Doritos join BLAST Premier Fall Finals

PUMA enters Indian esports market with Revenant Esports partnership

BLAST Premier netflix magnum doritosImage credit: BLAST Premier

Esports tournament organiser and esports production company BLAST has announced five partners for the BLAST Premier Fall Final, set to take place in Copenhagen this November.

Video platform Netflix, Nordic retailer Elgiganten, Magnum Ice Cream, hardware brand OMEN and snack brand Doritos have all been named as partners for the CS:GO event.

Ticketmaster partners with ESL FACEIT Group

ESL FACEIT Group TicketmasterImage credit: Ticketmaster / ESL FACEIT Group

Ticketmaster, a global event ticket platform, has announced a partnership with the ESL FACEIT Group ahead of the IEM Katowice tournament in 2023.

Ticketmaster will be the official ticketing partner and deliver ticketing technology for the event through Ticketmaster Poland, a local subsidiary of the company. Tickets are already on sale.

Team Liquid unveils multiple partner integrations for WoW Race to World First

team liquid race to world first logoImage credit: Team Liquid

Multinational esports organisation Team Liquid has revealed several notable partner integrations for its upcoming World of Warcraft Race to World First event.

Team Liquid will participate in the event, which will kick off on December 13th, under its newly-launched MMO vertical Liquid Guild. Moreover, for the duration of its Race to World First event, Team Liquid will host over 40 raiders and broadcasters at its Alienware Training Facility in Santa Monica, California.

Global Esports Federation enters strategic partnership with the European Olympic Committees

global esports federation x european olympic committees promo imageImage credit: Global Esports Federation

The Global Esports Federation (GEF) has entered a strategic partnership with the European Olympic Committees (EOC) aiming to expand the development of esports across the continent.

The partnership forms part of the EOC’s initiatives to explore new ways of engaging with young people across Europe. Both parties will also jointly develop new opportunities to make the connection between sport and esports. 

Jake Nordland

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Jake is Esports Insider's Features and Trending News Editor. Part of the ESI team since early 2021, he's interested in politics, education and sustainability in esports.