Guild Esports signs ‘largest ever’ partnership with Sky


The UK-based esports organisation founded by former footballer, David Beckham, has signed a three-year sponsorship agreement with Sky Broadband that is believed to be one of the most lucrative in European esports history.

Guild Esports claims to have sponsorship deals in place worth around £8.56m (US$9.2m), having this year added a £4.5m (US$4.87m) partnership with the Bitstamp cryptocurrency exchange and a ‘six-figure’ extension to its existing deal with Samsung. 

The new deal with Sky Broadband sees the Comcast-owned communications brand gain prime position on Guild jerseys. This includes the all-female Valorant team, as well as a new dedicated women’s Rocket League squad.

Sky will also gain naming rights to the organisation’s London HQ, with the facility rebranded as the Sky Guild Gaming Centre.

Kal Hourd, Chief Executive of Guild Esports, says: “We believe this partnership will drive Guild to the highest levels of performance in top-flight esports across the four games where we field our pro-players, as well as to become a global leader in coaching and performance.”

Stephen van Rooyen, Executive VP and Chief Executive of Sky, adds: “Sky transformed the way families watch TV, now we want to transform the gaming experience. “In esports every second counts, so Sky’s full fibre broadband will be perfect for Guild’s gaming HQ. Speed and reliability, hallmarks of Sky’s broadband service, will give the Guild team and gamers across the nation the edge over the competition.”

In further news, Guild has also updated the terms of its agreement with Beckham’s image rights company. Footwork Productions will now receive 20% of Guild’s merchandising and sponsorship revenue in the fourth and fifth years of the contract between the two companies.