Guild Esports Strengthens Samsung Deal

British esports organisation Guild Esports has expanded and renewed its partnership with South Korean electronics manufacturer Samsung.

As a result of the expansion, Samsung will provide the esports business with its range of QLED TVs for its academy, players and London headquarters.

The Samsung Display brand has also signed a one-year extension on its existing partnership with the organisation, meaning that it will continue as Guild’s official display partner.

The agreement has been structured with 75% of the deal’s value being paid with a cash value, and 25% fulfilled via Samsung products.

Kal Hourd, CEO and Co-founder of Guild Esports, said, “Samsung has been a fantastic partner over the past 12 months and we are delighted that they are deepening our partnership with a new sponsorship deal for their globally-admired television brand as well as an extension of our existing relationship.

“This is a resounding validation of Guild’s reach and value proposition by a world-class consumer brand, and we look forward to collaborating with them even more closely to deliver to our young and engaged esports audience.”

This is Samsung’s second major esports deal of the year. In January, it secured a long-term partnership with ONE Esports, the esports venture of sports media company ONE Championship.

Now, after extending with David Beckham-backed Guild Esports, it consolidates itself as one of the organisations’ seven partners. Other sponsors include the likes of Subway, Bitstamp, Razer, and -Cola. Most recently, Guild secured a one-year partnership with performance technology manufacturer Hyperice, giving it exclusive naming rights to the organisation’s recovery room within its headquarters.

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