LONDON: Guild Esports welcomes Subway as the Company’s Official Quick-Service Restaurant Partner with the signing of a two-year multi-million-pound sponsorship deal covering 55 markets in the EMEA region.

The deal is the third revenue-generating sponsorship secured by Guild Esports since its flotation on the London Stock Exchange on 2 October 2020. Under the terms of the contract, Guild Esports will receive four equal instalments in cash over the 24-month period.

The Company is the first esports organisation to sign an EMEA-wide sponsorship agreement with Subway, the world’s largest submarine sandwich chain with more than 44,000 locations globally. The partnership commences on 25 March 2021.

The deal provides Subway with marketing rights and exposure across Guild’s team jersey as well as social and digital content featuring the Company’s pro-players and content creators. Subway’s logo and brand will also be displayed at Guild’s new London headquarters which is opening later this year.

In addition, Subway has been appointed an Official Academy Partner of Guild Esports and will be fully integrated into its digital and physical programme.

Guild and Subway have shared values and look forward to working together to support young gamers to make food choices which are balanced and good for them. Subway will support the Guild Academy by providing educational content focused on nutrition.

Carleton Curtis, Executive Chairman, said: “We are incredibly proud to partner with Subway, an iconic global brand. This partnership is particularly exciting as we are completely aligned with Subway’s commitment to helping people make better choices. These shared values also provide a strong foundation for a unique relationship and participation in our Academy. We have received strong support from Subway and look forward to deepening our partnership for the long term.

“The deal keeps Guild Esports on track to generate significant sponsorship revenues in its first full year since the IPO. As we build a young, dynamic community and fanbase that is much sought-after but hard to reach, our new business momentum continues to grow, and we look forward to announcing new sponsors in due course.”

Louise Wardle, Vice President Marketing EMEA at Subway, said: “At Subway, we have been looking at different ways to reach the elusive Gen-Z audience, but wanted to do so authentically, with more than just a logo.

“We’re thrilled to be partnered with Guild Esports, which goes far beyond the typical esports company. Its world-first Academy is completely unique, offering the opportunity for young gamers to harness their passions, build skills and fulfil their dreams. By also collaborating with lifestyle and entertainment stars, Guild appeals to gamers and fans alike. This grassroots partnership will therefore connect a globally responsible brand with young people across EMEA.”

Guild Esports PLC is a global fan-focused team organisation and lifestyle brand that fields professional players in gaming competitions under the Guild banner. www.guildesports.com