July 30 – The PSG brand push into the esports arena has now seen the PSG.LGD partnership secure a reported six-figure shirt sponsorship deal with online bookmaker Betway for its Dota 2 team.
The deal includes a jersey and jacket sponsorship, joint and exclusive content creation, and social media promotion.
PSG created its esports division back in 2016 and in April 2018 merged with Chinese esports organisation LGD Gaming. Unlike a number of other club esports teams that focus on the EA Sports’ FIFA title, the PSG.LGD team plays across multiple game titles.
“Having already had plenty of success with sponsorship in esports, we are very excited to have signed a new partnership with PSG.LGD. The PSG brand is incredibly strong around the world and their involvement in esports has already been extremely successful, notably their more recent move into DOTA 2 with LGD. The PSG.LGD team has celebrated some early victories on the DOTA 2 circuit and we can’t wait to be part of their future success,” said Betway chief executive Anthony Werkman.
Betway has been establishing a marketing presence in esports and sponsors teams in Sweden and China, as well as partnering the ESL Pro League, the Intel Extreme Masters, ESL One and the BLAST Pro Series.
Fabien Allègre, PSG’s chief brand diversification officer, said: “This new partnership confirms our development strategy in the sport. This is the reward for the ambitious project of our PSG.LGD team. With Betway, we will be able to offer more exclusive content for a wide international audience and engage even more with the Dota 2 community.”
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