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David Beckham-backed Guild Esports signs a partnership with Samsung

David Beckham’s London-listed Guild Esports organisation entered a one-year partnership deal with Samsung Electronics UK as the group’s official display partner.

Samsung’s first collaboration agreement in the UK

The deal will begin immediately and marks Samsung’s first partnership agreement with an esports organisation from the UK. In 2021 alone, the manufacturer has secured partnerships with Swedish and American esports organisations Ninjas in Pyjamas and CLG.
Upon this partnership, Samsung will provide its Odyssey range of monitors and displays for Guild Esports’s Academy and will also supply monitors to the organisation’s pro-players, content creators and staff.
In exchange for the equipment, Samsung will gain visibility through Guild’s social media and digital content starring pro gamers and content creators.

Damon Crowhurst, Head of Display at Samsung Electronics UK, commented: “This partnership shows [Samsung’s] continued commitment to gamers and the wider industry, offering fans experiences beyond the norm. Historically, we have a long-standing legacy in esports, and we see Guild as the perfect partner to continue this in the UK & Ireland”.

Michelle Tierney, Director of Commercial Partnerships at Guild Esports, added: “We’re delighted to be partnering with a brand as prestigious as Samsung, further demonstrating the commitment to our audience by aligning with best-in-class brands throughout our partner family.”
Samsung didn’t disclose any monetary figures pertaining to its newfound role as a sponsor of Guild Esports, but according to CityAM, 50% of the value of the deal will be paid in cash, while 50% comes in the form of equipment such as Samsung monitors.

About Guild esports

Guild was launched in 2020 and fields professional esports teams across Fortnite, Rocket League, FIFA, and VALORANT. The organisation is looking to expand its operations this year and there are expectations that it could enter CS:GO someday after starting a consulting agreement with esports historian Duncan “Thorin” Shields in November 2020.