Guild Esports appoints MediaCom for partnerships strategy

14 Aug 2020

By: Sport Industry Group

Guild Esports, the London-based esports business co-owned by David Beckham, has appointed MediaCom Sport & Entertainment to deliver its commercial partnerships strategy. 

The agency will be tasked with supporting Guild across all aspects of its commercial proposition, development, and global go-to-market strategy for its commercial partners. 

“We are excited to be working with MediaCom to spearhead Guild’s partnerships strategy,” said Carleton Curtis, Executive Chairman, Guild Esports. 

“Their wealth of experience within the tech sector and their understanding of our core channels makes them a perfect fit in supporting the growth and establishment of Guild as one of the leading players within esports.”

The appointment of Mediacom comes after the agency recently expanded its gaming business following recent work with Tencent, alongside brands such as Cartier, Piaget and Richemont.

Misha Sher, global VP of MediaCom S&E, said: “We are delighted to be partnering with Guild at the beginning of their exciting journey. The popularity and appeal of esports as a cultural phenomenon continues to grow and Guild are perfectly positioned to capitalize on the momentum. Operating at the intersection of media, technology and culture, we know what’s required to attract commercial partners in a new, digitally led world. We thank Guild for their trust and look forward to helping them build one of the industry’s leading organisations.”

Guild recently announced that it had signed its first EA SPORTS FIFA player ahead of this season’s competition, and has also debuted its Rocket League team. The company has also confirmed that it intends to field professional esports players in Fortnite as well.