The e-sports holding company said it has signed a GBP3.6mln deal with a company, whose name will be unveiled at a ‘global event’ on November 22.
A guaranteed annual fee of GBP1.1mln will be paid in the first year, according to the agreement, with GBP1.2mln in the second year and GBP1.3mln in the third.
In return, Guild will carry the sponsor’s brand and logo on its team jerseys, with streaming of game-play provided by Guild and its team players, as well as other marketing initiatives.
“We are delighted to announce our first major sponsorship deal which will generate significant revenues for the company,” said Carleton Curtis, Guild’s executive chairman.
“The rapidly growing mass popularity of esports is attracting considerable interest from advertisers and consumer brands, which has generated a strong pipeline of potential business for Guild. We look forward to working closely with our maiden sponsor to introduce their brand to our fans.”
London’s first esports company completed its initial public offering on the standard segment of the official list on October 2 after what was said to be a significantly oversubscribed GBP20mln fundraising for the company.
Guild, which has so far signed up leading FIFA esports player Niklas ‘NRaseck’ Raseck and runs a Rocket League team, said the purpose of the GBP41mln flotation was to “raise the public profile and provide new funds for the company’s expansion and long-term growth”.