OP-ED: How the esports performance industry will grow in the next decade

Jens Hofer is the Director of Performance at Fnatic’s High Performance Unit, an integral part of the esports organisation that brings together experts in pro-gaming, fitness and wellbeing and aims to provide the best-in-class esports performance infrastructure. 

There is no doubt that the esports performance industry is still in its infancy. This is particularly true when you compare it to sports performance, where knowledge and understanding of the factors that influence elite athletes has been growing and evolving for decades.  

Former FC Schalke 04 Esports CEO joins EXCEL ESPORTS as Director

British esports organisation, EXCEL ESPORTS, has announced Tim Reichert as its new Esports Director as the brand looks to elevate its competitive ambitions.

Reichert joins from FC Schalke 04, where he utilised his knowledge and experience from esports and traditional sports to become Head of Esports. During his time there, Tim oversaw the success of its League of Legends team's which included five appearances in the prestigious League of Legends European Championship playoffs and top place final finishes in 2018 and 2019.

Fnatic announces ASOS as Official Retail Fashion Partner

London-based esports organisation Fnatic has announced a three-year deal with British online fashion and cosmetic retailer ASOS as its Official Retail Fashion Partner.

The partnership will include on-and-offline activations, create branded in-game experiences and digital content, as well as ASOS’s logo placement on the front of all Fnatic’s jerseys, spanning over 30 sports and 200 championships.

This will include the organisation’s forthcoming League of Legends World Championship jersey, which typically nets over 100 million viewers.

Intel extends National Student Esports partnership

Intel has extended its partnership with National Student Esports (NSE), the official body for university esports, into the 2020/2021 academic year. 

The brand serves as the headline partner of NSE’s British University Esports Championship, the official competition for British universities.

In addition to supporting the British University Esports Championship again in 2021, the extension will see the pair’s Intel FutureGen, a leadership development programme for high achieving student leaders in the esports space, continue for at least another year.

Guild Esports appoints MediaCom for partnerships strategy

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. 

Getty Images signs In-Game photography partnership with Gran Turismo

Getty Images and Polyphony Digital - the creator of the Gran Turismo franchise - have announced a new partnership which will see Getty Images become the exclusive Photographic Agency of the FIA Certified Gran Turismo Championships.

As part of the deal, the agency will capture in-game photography from Gran Turismo’s online and live World Tour events. 


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