MediaCom S&E to Support Guild Esports’ Global Partnerships Strategy

Guild Esports has announced the appointment of MediaCom Sport & Entertainment as the company’s first consultancy to deliver Guild’s commercial partnerships strategy.

The appointment will extend across all aspects of the company’s commercial proposition, development and global go-to-market strategy for its commercial partners.

Guild’s appointment of MediaCom S&E dovetails with the agency’s recent expansion of its gaming business following recent work with Tencent, one of the world’s largest investors into esports broadcasting and publishing, alongside Cartier, Piaget and Richemont.

“We are excited to be working with MediaCom to spearhead Guild’s partnerships strategy,” says Carleton Curtis, executive chairman, Guild. “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.”

Guild Esports, which is co-owned by David Beckham, aims to bridge the gap between sports and esports with an academy-powered model and a brand that celebrates and harnesses the diverse and tribal loyalty of esports enthusiasts on a global scale.

“We are delighted to be partnering with Guild at the beginning of their exciting journey,” says Misha Sher, global vice president, MediaCom S&E. “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 organizations.”

Guild’s inaugural teams for EA FIFA Esports and Rocket League debuted earlier this year and the company will continue to scale into various esports disciplines over the course of the 2020/21 season. Guild’s professional athletes can also expect to compete in “Fortnite.”

“We are at a pivotal moment with Guild poised for accelerated growth,” says Michelle Tierney, commercial partnerships director, Guild. “This is an exciting time to welcome MediaCom S&E who can build on the momentum of our launch, foster partnerships and bring Guild to new audiences across the globe.”