The Esports Advocate
Esports business news: deals, legal, and governance.
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FlyQuest Partners With BRMUD for U.S. Skincare Line
North American esports organization FlyQuest has entered into a strategic partnership with the Korean skincare brand BRMUD to introduce the brand to the United States market.
- North American esports organization FlyQuest has entered into a partnership with Korean skincare brand BRMUD to launch a performance-driven skincare line in the U.S. market.
- The collaboration includes content creation, live event activations, and the distribution of curated prize packs, though specific financial terms of the deal remain undisclosed.
- Marketing for the partnership is being led by Donghwan Kim (viOlet), a former StarCraft II champion and current CEO of the Los Angeles-based marketing agency KoMa Media.
Cloud9, Theta Network Partner to Launch Nimbus
North American esports organization Cloud9 has partnered with Theta Network to launch Nimbus, a branded conversational AI chatbot designed to enhance fan engagement.
- Cloud9 has partnered with Theta Network to launch Nimbus, a branded conversational AI chatbot designed to enhance fan engagement and the Club9 loyalty program.
- The Nimbus chatbot is built on the Theta Edge Network, which utilizes distributed computing power from everyday devices to handle application tasks.
- Nimbus provides fans with real-time updates, personalized insights, and team statistics across Cloud9's various rosters.
Fnatic Renews Partnership With Shikenso Analytics
UK-based esports organization FNATIC has renewed its partnership with Germany-based Shikenso Analytics for an additional year.
- UK-based esports organization FNATIC has renewed its partnership with Germany-based Shikenso Analytics for an additional year.
- Shikenso Analytics will continue to provide AI-driven media valuation and sponsorship tracking tools to help FNATIC evaluate the performance of its brand deals.
- The data provided by Shikenso will be used to monitor sponsorship performance across FNATIC's competitive rosters, including Valorant, Apex Legends, Counter-Strike 2, and League of Legends.
PlayVS Reveals Game On, in Cooperation With NHL and NHLPA
PlayVS has launched Game On, a scholastic esports initiative developed in collaboration with the National Hockey League (NHL) and the National Hockey League Players’ Association (NHLPA).
- PlayVS has launched 'Game On,' a no-cost scholastic gaming initiative for students aged 13–21, funded by the NHL/NHLPA Industry Growth Fund.
- The program features local club engagement with the New Jersey Devils, Los Angeles Kings, and Detroit Red Wings, alongside a national online tournament.
- The initiative will culminate in a virtual, national EA Sports NHL 25 tournament scheduled for June 13–15, 2025.
Ghost Gaming Secures Intel Partnership
Resurgens Gaming has entered into a strategic partnership with Intel, designating the technology firm as the official PC processor partner for its subsidiary, Ghost Gaming.
- Resurgens Gaming has entered a strategic partnership naming Intel the official PC processor partner for its subsidiary, Ghost Gaming.
- The agreement covers all Ghost Gaming operations, including competitive esports teams, content creator networks, tournament operations, and game development initiatives.
- Ghost Gaming will receive early access to new Intel technology and will feature Intel-powered hardware across its professional Counter-Strike 2 team and content creator channels.
StarLadder Announces Counter-Strike 2 Major in Budapest
StarLadder has officially announced that it will host the second Counter-Strike 2 Major of 2025 in Budapest, Hungary.
- StarLadder will host the second Counter-Strike 2 Major of 2025 in Budapest, Hungary, from December 11–14.
- The tournament will feature the top 32 teams globally competing for a total prize pool of $1.25 million USD.
- The event will be held at the MVM Dome in Budapest, which has a seating capacity of 20,000 spectators.
Toronto Ultra Renews Partnership With Monster Energy
OverActive Media has officially renewed its partnership with Monster Energy for its Call of Duty League team, Toronto Ultra.
- OverActive Media has renewed its partnership with Monster Energy for its Call of Duty League team, Toronto Ultra.
- The 2025 Call of Duty League Championships will be held from June 26–29 at the Kitchener Memorial Auditorium in Ontario, Canada, marking the first time the event is hosted outside the United States.
- The 2025 CDL Championship features a total prize pool of $1.8 million USD for the top eight competing teams.
Team Liquid Acquires Team Gullit
Team Liquid has officially acquired the Dutch EA FC esports organization Team Gullit, founded by Ruud Gullit and Schalk Stalman.
- Team Liquid has acquired the Dutch EA FC esports club Team Gullit, with the team officially transitioning to the Team Liquid brand.
- Financial terms of the acquisition were not disclosed by either organization.
- Team Gullit co-founder Corné Dubelaar will step down from daily operations of the EA FC team but will remain as an advisor to Team Liquid.
Freaks 4U Gaming Partners With gamescom 2025 for the Pro Arena
Berlin-based esports and gaming firm Freaks 4U Gaming has entered into a partnership with the organizers of gamescom 2025 to develop and operate the Pro Arena.
- Freaks 4U Gaming has partnered with gamescom 2025 to launch the 'Pro Arena,' a 2,500 m² (approx. 26,909 sq. ft.) centralized hub for esports and community events.
- The Pro Arena will be located at the gamescom festival in Cologne, Germany, scheduled for August 20–24, 2025.
- SK Gaming is the first organization confirmed to participate, occupying a 700 m² (approx. 7,534 sq. ft.) dedicated entertainment space within the arena.
Ninjas in Pyjamas Partners With Socios.com
Ninjas in Pyjamas (NIP) has entered into a strategic partnership with Socios.com, a web3 sports application and wallet owned by the Chiliz Group.
- Ninjas in Pyjamas (NIP) has entered a partnership with the Chiliz Group-owned web3 sports platform Socios.com to integrate blockchain-based tools into its fan loyalty program, The Dojo.
- The collaboration will focus on developing a specific fan token and providing a blockchain-powered wallet to enhance fan engagement and reward systems.
- Financial terms of the partnership agreement between NIP and Socios.com were not disclosed.
BLAST Plans to Open New York Office
International tournament organizer BLAST is expanding its global footprint by establishing a new office in New York City.
- BLAST is opening a new office in New York City to serve as its North American hub for overseeing regional esports events and expanding partnerships with U.S.-based brands and content creators.
- Leo Matlock, currently Chief Business Officer, will relocate from Copenhagen to New York City to lead the office launch and spearhead the company's strategic growth in the region.
- The company has scheduled six major esports events for the North American market across 2025 and 2026, with the BLAST.tv Austin Major in Texas set for June 2025.
Shikenso Analytics Partners With Alliance
Shikenso Analytics, a Germany-based firm specializing in sponsorship evaluation, has entered into a partnership with the Sweden-based esports organization Alliance.
- Esports organization Alliance has partnered with Germany-based Shikenso Analytics to evaluate and quantify the performance of its brand partnerships.
- Shikenso will provide Alliance with AI-driven media valuation services across live streams, social media, and other digital platforms.
- The analytics toolkit utilized in the partnership includes image recognition, audience analysis, audio/voice tracking, and text sentiment analysis.