Subway inks first EMEA-wide sponsorship deal with Guild Esports
The two-year deal will see the chain able to engage with young audiences in key markets.
Subway announced a major multi-year partnership with Guild Esports, the global e-sports team organisation co-owned by David Beckham.
This is the first EMEA (Europe, the Middle East and Africa)-wide sponsorship agreement between the sandwich giant and an e-sports team organisation.
The two-year sponsorship deal will see Subway become the official QSR partner and the “Academy Partner” of Guild Esports in more than 50 EMEA markets.
Subway’s rights package includes the branding of Guild’s team jersey, featuring graphics by London streetwear artist Fergus Purcell, bespoke branded content across Guild and its London headquarters opening later this year, player and content creator channels, and exclusive esports activations.
By becoming an Academy Partner, Subway said it will be able to engage with young audiences in key markets across EMEA at a local level and support Guild in “delivering a balanced choice nutrition programme to its Academy members and fans.”
“We’re thrilled to be partnered with Guild Esports, which goes far beyond the typical esports company. Its world-first Academy is completely unique, offering the opportunity for young gamers to harness their passions, build skills and fulfil their dreams. By also collaborating with lifestyle and entertainment stars, Guild appeals to gamers and fans alike. This grassroots partnership will therefore connect a globally responsible brand with young people across EMEA,” said Louise Wardle, Subway’s vice president for marketing at EMEA.
