Beckham’s Esports Org Signs New Sponsor

Guild Esports, the professional esports organisation co-owned by David Beckham, has announced a one-year agreement with The Coca-Cola Company.

Under terms of the agreement, Coca-Cola will become the UK-based team’s official soft drinks and hydration partner.

Coca-Cola joins the likes of Bitstamp, Subway, Hyperx, Samsung and Razer as a sponsor of Guild Esports.

Following its floatation on the London Stock Exchange in October 2022, Guild Esports was the first esports firm to be publicly traded in the United Kingdom.

According to Morningstar, ‘shares in Guild eSports PLC jumped 18%’ following the announcement of Coca-Cola as the organisation’s sixth sponsor.

Kal Hourd, chief executive of Guild, said, “Guild is signing up some of the world’s most respected brands and we are very proud to welcome Coca-Cola as a sponsor and partner.

“They want to collaborate with Guild because we deliver great entertainment and memorable experiences for a millennial, hard-to-reach audience in one of the fastest growing segments of the sports entertainment industry.”

Guild Esports currently runs competitive teams in Apex Legends, FIFA, Fortnite, Rocket League, and Valorant.