Guild Esports (GILD ) has secured a two-year multi-million-pound sponsorship deal with Subway whereby the franchise will become its official quick-service restaurant partner.
The deal covers 55 markets in the EMEA region (Europe, the Middle East and Africa) and as part of its terms, Guild will receive four equal instalments in cash over the 24-month period.
The deal, which marks the third revenue-generating sponsorship secured by Guild since its flotation on the LSE in October 2020, makes Guild the first esports organisation to sign an EMEA-wide sponsorship agreement with the world's largest submarine sandwich chain.
As part of the partnership which starts today, Subway, which holds more than 44,000 locations globally, will be granted marketing rights and exposure across Guild's team jersey and social and digital content featuring the Company's pro-players and content creators.
Subway's logo and brand will be displayed at Guild's new London headquarters which is opening later this year while the franchise has also been appointed an Official Academy Partner of Guild and will be fully integrated into its digital and physical programme.
Guild Esports acknowledged the ‘shared values’ between itself and Subway in its statement, noting that the partnership would support young gamers to make food choices ‘which are balanced and good for them.’ As part of these efforts, the company detailed that Subway will support the Guild Academy by providing educational content focused on nutrition.
Shares in Guild Esports have ticked up by over 3.5% in value since the start of the year. Today, the stock was trading 10.00% higher at 6.05p on the back of this morning’s news.
"We are incredibly proud to partner with Subway, an iconic global brand. This partnership is particularly exciting as we are completely aligned with Subway's commitment to helping people make better choices,” commented Carleton Curtis, Executive Chairman of Guild.
Curtis said he believed that the shared values between the company and Subway would “provide a strong foundation for a unique relationship and participation” in the Academy.
He added that, "The deal keeps Guild Esports on track to generate significant sponsorship revenues in its first full year since the IPO. As we build a young, dynamic community and fanbase that is much sought-after but hard to reach, our new business momentum continues to grow, and we look forward to announcing new sponsors in due course."
Louise Wardle, Vice President Marketing EMEA at Subway, said, "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."
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