The Esports Advocate
Esports business news: deals, legal, and governance.
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TMGM Enters Esports Through OG Partnership
The Sydney-based financial services firm TMGM has officially entered the esports sector through a new partnership with the European organization OG Esports.
- Australian CFD broker TMGM has entered the esports market by signing a global partnership with European organization OG Esports.
- The deal designates TMGM as the official global CFD partner for OG Esports’ Dota 2 and Counter-Strike 2 teams.
- The partnership will feature digital activations, branded content, and fan-focused rewards such as cashback incentives and signed merchandise.
Moonton and ESIC Build Integrity Framework for Mobile Legends Esports
Moonton Games has established a formal integrity framework for its mobile esports title, Mobile Legends: Bang Bang (MLBB), in collaboration with the Esports Integrity Commission (ESIC).
- Moonton Games has mandated that all third-party tournament operators seeking a license for Mobile Legends: Bang Bang (MLBB) must integrate the Esports Integrity Commission (ESIC) integrity framework into their operational processes.
- Licensed MLBB tournament organizers are now required to enforce the ESIC Code of Conduct and must honor all ESIC-issued sanctions, suspensions, and disciplinary outcomes.
- The framework includes provisions for anti-doping measures, which will be implemented at the discretion of Moonton Games based on specific tournament requirements.
BYD Ocean Becomes LPL’s First Chinese Automotive Partner
The League of Legends Pro League (LPL) has secured BYD Ocean as its official automotive partner for the 2026 season.
- BYD Ocean has become the first Chinese automotive partner of the League of Legends Pro League (LPL) for the 2026 season.
- The deal fills a major sponsorship vacancy following the departure of Mercedes-Benz, which ended its eight-year partnership with the LPL prior to the 2026 season.
- The partnership focuses on the BYD Ocean Series, the company's retail brand for electric and plug-in-hybrid vehicles.
G2 Launches Performance Lab With Red Bull Backing
G2 Esports has established the G2 Performance Lab, a specialized research and innovation platform supported by Red Bull, aimed at professionalizing athlete development within the esports industry.
- G2 Esports has launched the G2 Performance Lab, a research and innovation platform supported by Red Bull to apply scientific methods to professional esports athlete development.
- The initiative focuses on four core pillars: coaching and coach development, training design and delivery, player development, and performance health and support systems.
- Led by Performance Lab Director Ismael Pedraza-Ramirez, the lab will collaborate with academic institutions including the German Sport University Cologne and Vrije Universiteit Brussel.
iRacing and FIA Bring Back F4 Esports Global Championship
The FIA and iRacing have announced the return of the FIA F4 Esports Global Championship for its third consecutive year, scheduled to begin on October 31, 2026.
- iRacing and the FIA are launching the third annual F4 Esports Global Championship on October 31, 2026, featuring a $35,000 total prize pool.
- The competition consists of eight races held across four doubleheader events on October 31, November 7, November 14, and November 21.
- Qualification for the global championship occurs through iRacing’s 2026 Season 3 Regional Tours, with the top 10 eligible drivers from the Europe, Americas, and Asia-Pacific regions advancing.
Asian Champions League 2026: Performance Report
The 2026 Asian Champions League (ACL), organized by Hero Esports, concluded its second edition with significant viewership metrics, reporting over 380 million total play views and nearly 23 million hours watched.
- The 2026 Asian Champions League (ACL) generated over 380 million total play views and nearly 23 million hours watched across its 24-day duration.
- The tournament, held in Shanghai from May 1 to May 24, 2026, featured competition in Dota 2, Counter-Strike 2, and Mobile Legends: Bang Bang.
- Winners of the three titles—Vici Gaming (Dota 2), LVG (Counter-Strike 2), and GZG (Mobile Legends: Bang Bang)—all secured qualification paths to the 2026 Esports World Cup in Paris.
IEM Returns to Beijing as ESL FACEIT Group Deepens China Push
The ESL FACEIT Group (EFG) is expanding its presence in the Chinese market with the return of the Intel Extreme Masters (IEM) tournament to Beijing.
- ESL FACEIT Group (EFG) will host the Intel Extreme Masters (IEM) in Beijing from November 2–8, 2026, marking the event's first return to the city since 2019.
- The tournament will feature 16 Counter-Strike 2 teams competing for a total prize pool of $1.25 million and points toward the ESL Grand Slam VII.
- EFG expects to draw over 45,000 fans to the Bloomage Biotech·Biohyalux ECM Arena, positioning it as the largest standalone IEM tournament held in Asia to date.
OG Esports Signs Dexsport as Headline Sponsor for CS2 Team
OG Esports has entered into a headline sponsorship agreement with the Web3 betting platform Dexsport, specifically targeting its Counter-Strike 2 division.
- OG Esports has rebranded its Counter-Strike 2 team to OG.Dexsport following a headline sponsorship deal with the Web3 betting platform.
- The agreement designates Dexsport as the official betting sponsor for the CS2 roster for a one-year term, featuring branding across team assets and fan activations.
- Chiliz Group, which acquired a 51% stake in OG Esports in September 2025, is central to the organization's current strategy of aligning commercial partnerships with Web3 and fan-engagement platforms.
USA Esports and KeSPA Sign MOU: National-Team Infrastructure and Scholastic Esports
USA Esports and the Korea e-Sports Association (KeSPA) have entered into a 12-month memorandum of understanding to establish a framework for cooperation between the two nations' esports ecosystems.
- USA Esports and the Korea e-Sports Association (KeSPA) have signed a 12-month memorandum of understanding to collaborate on national team infrastructure, coaching standards, and organizational knowledge sharing.
- The partnership aims to prepare USA Esports for the inaugural Esports Nations Cup, scheduled to take place in Riyadh in November 2026.
- USA Esports intends to leverage KeSPA’s experience as a centralized national governing body to improve its own operational framework within the fragmented U.S. market.
Plans for 25,000-Seat London Colosseum to Host Esports Events
A business consortium has unveiled plans for the "London Colosseum," a proposed 25,000-seat arena dedicated to hosting major international esports tournament finals.
- A business consortium has proposed the 'London Colosseum,' a 25,000-seat arena designed to host major international esports tournament finals.
- The facility is planned for the Queen Elizabeth Olympic Park in Stratford, East London, near the existing Copperbox Arena.
- The venue is intended to be a multi-sport hub, with additional plans to host world championship boxing and serve as the European home for a London-based NBA franchise.
Lamborghini Expands DreamHack Partnership With EFG Through 2028
Automobili Lamborghini has entered into a long-term agreement with ESL Faceit Group (EFG) to serve as the official automotive partner for DreamHack festivals across the United States and Europe through 2028.
- Automobili Lamborghini has signed a long-term partnership with ESL Faceit Group (EFG) to serve as the official automotive partner for DreamHack festivals in the U.S. and Europe through 2028.
- The partnership, which formalizes previous one-off activations from 2025, will debut at DreamHack Atlanta on May 15-17, 2026, featuring onsite activations, sim racing challenges, and branded vehicle displays.
- Lamborghini’s strategy focuses on long-term brand positioning and cultural relevance among younger audiences rather than immediate vehicle sales.
Team Liquid, Shikenso Extend Partnership for Five Years
Team Liquid and AI-powered sponsorship analytics firm Shikenso have formalized a five-year extension of their existing partnership.
- Team Liquid and AI-powered sponsorship analytics firm Shikenso have extended their partnership for a five-year term.
- Shikenso will continue to provide sponsorship tracking, measurement, and reporting services across Team Liquid’s livestreams, video-on-demand, broadcasts, and social media channels.
- The renewed agreement aims to standardize data-driven sponsorship valuation and reporting across Team Liquid’s global operations.