Guild Esports Renews With Subway for 2024

Guild Esports, a London-based, publicly traded esports organization, has officially renewed its partnership with the UK division of the quick-service restaurant chain Subway. The agreement extends the existing relationship for an additional year, effective January 1, 2024. While the specific financial terms of the deal remain undisclosed, the renewal ensures continued brand visibility for Subway through prominent front-of-shirt placement on all professional and academy team jerseys throughout the 2024 calendar year.

This renewal builds upon a long-standing collaboration that originated in March 2021 with an initial two-year sponsorship contract. The partnership remains a key component of Guild Esports’ broader commercial strategy, placing Subway alongside a diverse portfolio of existing partners, including Coca-Cola, Samsung Odyssey, Sky Broadband, and Secretlab.

The sponsorship occurs within the context of significant corporate shifts for the restaurant brand, which was acquired by the private equity firm Roark Capital in August 2023 for approximately $9.6 billion. Roark Capital maintains a substantial portfolio of assets valued at roughly $37 billion, encompassing various major restaurant chains. This continued investment by Subway highlights the ongoing relevance of esports as a marketing channel for global quick-service brands seeking engagement with competitive gaming audiences.