British esports organization Guild has got a two-year sponsorship from Subway and it is expected to be worth millions of pounds.
This is the David Beckham co-owned organization’s third brand deal, since going public on the London Stock Exchange in Oct. last year. While Guild has kept details about the sponsorship under wraps, Dexerto suggests that the organization will receive four cash installments over the course of the two years.
Academy system? Soon™ 👀
David Beckham is looking 🔥 in that Guild hoodie! Exciting times at Guild today 👊
— GUILD (@guildesports) October 2, 2020
As part of the deal, the popular fast-food franchise will be touted as the organization’s official quick-service restaurant partner in 55 markets across Europe, Africa (EMEA), and the Middle East. Aside from obtaining marketing rights, Subway has found a spot on Guild’s jersey.
Moreover, Subway will be creating content featuring the organization’s players and creators for social media. Later this year, Guild will be opening a headquarters in London, which will also have a new sponsor, according to a press release.
It will be involved in Guild’s upcoming academy system as well. “We are incredibly proud to partner with Subway, an iconic global brand,” Guild’s executive chairman, Carleton Curtis said.
“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,” Curtis added.
THE BIG Z! 🙌
The 2X FNCS champ has arrived 😈
— GUILD (@guildesports) March 24, 2021
“The deal keeps Guild Esports on track to generate significant sponsorship revenues in its first full year since the IPO,” he explained. “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.”
In addition to their deal with gaming peripherals company HyperX, the org announced a £3.6m sponsorship from an unnamed financial technology company in Oct. 2020. The company has not been revealed as of Mar. 2021.