Strive’s BT and Excel Esports sponsorship work deemed ‘one of the biggest esports partnerships of 2020’

Dexerto has deemed Strive’s advisory of BT on their esports strategy, and subsequent sponsorship of EXCEL ESPORTS, as one of the biggest esports partnerships of 2020. Esports rights holder revenue is heavily reliant on sponsorship, with Newzoo regularly reporting it as the biggest contributor to income.

Seeing a household brand from Britain investing not only in esports — but a homegrown organisation no less — was a sign of hope for those who comprise the UK’s esports scene. (Dexerto)

We’re proud of the work we delivered for BT, and the way it has been received by the wider esports community. The deal was one of only two UK esports partnerships to make the top 11 on Dexerto’s list, with Gucci’s sponsorship of Fnatic being the other.

One reason for so few UK deals making the shortlist might be the low number of UK-based partnerships that have actually been delivered in esports.

UK esports has a negative connotation surrounding it for some and it’s undeniably underdeveloped when compared to other prominent nations in the industry. (Dexerto)

The upside of this for brands is that the UK esports partnerships landscape remains uncluttered and therefore cut through to the audience is likely to be higher (for a lower spend) when compared to other verticals like sport or music. The lack of sponsorship activity is certainly not down to a lack of options, brands have a multitude of opportunities available to them.

BT’s partnership with EXCEL ESPORTS is receiving further amplification after the BBC announced a five part documentary, ‘Fight for First’, following the team’s story as they compete in the summer of 2020. Airing on BBC1, and available on iPlayer, Cillian Murphy (of Peaky Blinders fame) narrates.

Strive was the first traditional sponsorship agency in the UK to launch an esports offering and our esports and gaming clients that have included Coutts, World Rugby, England & Wales Cricket Board (ECB), SailGP, Badminton World Federation, GAME Digital, Fortress Australia, Insomnia Gaming Festival and the Belong Gaming Arenas.

If you’re looking for advice from a gaming and/or esports agency, Strive Sponsorship can help. Contact us for sports, gaming, and esports strategy, sponsorship, commercial, content, operations, investment, and communications consultancy services.