UK-based esports team organization Guild Esports (Guild) signed a three-year global sponsorship deal with one of Europe’s leading media and entertainment companies, Sky UK  Ltd.  The company claims that this is one of the largest esports sponsorship deals signed in Europe and marks Sky’s first deal with an esports organization.

The agreement sees Sky become Guild’s Official Premier Partner and grants them exclusive naming rights to Guild’s facility in Shoreditch, London. Guild Esports is expected to launch an all-female Rocket League team with the sponsorship proceeds. 

Analyst QuickTake: This is Guild’s eighth revenue-generating sponsorship since its IPO in October 2020. Sky follows recent additions of Coca-Cola ( July 2022 ) and Bitstamp ( January 2022 ) to Guild’s sponsorship portfolio. Guild has a record of attracting large sponsorships generating over GBP 1 million (~USD 1.4 million) in sponsorship revenue, which accounted for ~55% of its total revenue in FY 2021.