Image: John and Matthew from Aberdeen University, photo by Andrew Morris for Esports Scotland
Esports Scotland, an event and league operator, promoter of grassroots esports participation and the body responsible for Scottish national esports teams, has partnered with Strive Sponsorship.
Strive will develop its commercial approach across its range of properties ahead of the Birmingham 2022 Commonwealth Esports Championships and beyond.
Strive Sponsorship is a sport and entertainment consultancy, and will work on Esports Scotland’s commercial partnership proposition and strategy, upskilling staff’s sponsorship skills and helping the organisation better understand the value of all its leagues, tournaments, venue and teams.
This summer’s Commonwealth Games in Birmingham includes esports as a pilot event offering brands a unique marketing opportunity. Nations will compete across games including Dota 2, eFootball/PES and Rocket League in both a women’s category and an open category in the Commonwealth Esports Championships.
Esports Scotland is responsible for selecting, coaching and managing the Scotland team.
Esports Scotland says that early commercial success has already been seen in the new Road to Gold programme, a series of online and offline esports qualifier events being held to find Scotland’s Commonwealth Esports Championships gold medal hopefuls.
Existing partner Irn-bru has doubled its investment with Esports Scotland to support the initiative.
The news comes after Esports Scotland partnered with Dundee and Angus College two months ago.
Malph Minns, managing director of Strive Sponsorship, said: “Esports Scotland has an incredibly capable, passionate and hungry team who have done great work in both promoting and supporting esports in Scotland, and on a small budget.
“As they look to grow existing properties, like the Scottish Esports League (SEL5), and launch new ones, like the Road to Gold, there are opportunities for brands to realise real value by engaging with the growing Scottish gaming community.
“Strive is excited to be able to help influence the shape of these opportunities so mutual value is enjoyed, whilst also support the continued growth of esports in Scotland.”
James Hood, CEO at Esports Scotland, added: “The commercial framework and strategy that Strive has provided will be a key factor in delivering value for our existing Lenovo and Irn-Bru partnerships, whilst also helping us better explain the opportunity to potential new sponsors.
“We have big plans, and a growing team, and upskilling our people with new skills, knowledge, and a refreshed approach will help us to deliver our objectives and strengthen the Scottish esports community further.”
Dom is an award-winning writer who graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV as well as Riot Games and others. He worked as head of content for the British Esports Association up until February 2021, when he stepped back to work full-time on Esports News UK and as an esports consultant helping brands and businesses better understand the industry.