• UK-based esports team organization Guild Esports announced a three-year partnership worth GBP 4.5 million (approx. USD 6.1 million) with crypto exchange Bitstamp. This is the team’s largest esports deal since its inception. 

• As per the deal, Bitstamp branding will feature on Guild player jerseys, digital content, and its London headquarters, which is scheduled to open in early 2022. The partnership also entails collaborations on several projects to develop Guild’s fanbase.

<ul><li> Analyst QuickTake: As of late, tie-ups between esports teams and crypto companies have become a new trend. This is most likely due to their common target audience demographics. The most significant deals of similar magnitude include FaZe Clan’s multi-year partnership with Moonpay, Team Liquid’s four-year deal with Coinbase, Astralis’ three-year partnership with Bybit, and Team SoloMid’s 10-year USD 210 million naming rights deal with FTX.</ul>