# Guild Esports “positioned to become the leading global esports brand based in the UK” says Zeus Capital

- Link: https://www.directorstalkinterviews.com/guild-esports-positioned-to-become-the-leading-global-esports-brand-based-in-the-uk-says-zeus-capital-2/4121057225
- Published: 2022-03-18T07:43:59+00:00
- Author: Amilia Stone

**Guild eSports plc** (LON:GILD) announced a two-year sponsorship deal with Razer
valued at mid six figures USD. Razer will be Guild’s Official Gaming Chair Partner,
with 20% of the contract value paid in the form of gaming chairs for Guild’s players,
content creators and the Guild Academy and headquarters. The transaction gives Razer
marketing rights and exposure across Guild’s facilities and its social and digital
content. We provide further updates below.

 * **More sponsorships to come**: Guild eSports has other sponsorship deals in advanced
   stages. On 8 March 2022, Guild announced that its new business pipeline was strong
   and several potentially significant sponsorship deals (including Razer) were 
   at advanced stages of negotiations. Razer is the fifth brand to sign with Guild,
   alongside Bitstamp (£1.5m p.a.), Subway (£1.5m p.a.) and Hyper X and Samsung (
   £0.5m p.a. combined). In total, Guild has signed £8.8m of minimum aggregate contracted
   sponsorship revenue to date (FY22: £3.6m p.a.). Guild offers sponsors access 
   to the difficult-to-reach and rapidly growing Gen-Z audience.

 * **Board changes**: Also on 8 March, James Savage, executive finance director,
   resigned for personal reasons and an interim CFO is due to start imminently. 
   Guild also announced that Simon Walters, Chris Sullivan and Andrew Drake will
   step down as non-executive directors, to be replaced by Mike Edwards and Brian
   Stockbridge. Mike Edwards has over 20 years’ experience building and selling 
   consumer technology companies, including AreaConnect.com, Wyley Interactive, 
   Creative Labs and Leaf Mobile. Brian Stockbridge has over 20 years’ experience
   in corporate finance. He is CEO of First Sentinel Corporate Finance Limited and
   has served as a Regulator for the Panel on Takeovers and Mergers.

 * **Tournament wins and scaling up**: Guild won its fifth major esports trophy 
   in March 2022 after securing first place in the Fortnite Champion Series (FNCS)
   EU Final. This followed Guild player, Hen, winning the Fortnite Champion Series
   Grande in November 2021. Guild now has six professional teams with 22 players.

 * **World’s fastest growing esports organisation**: We estimate Guild has grown
   its social media followers to over 1.1m at the end of February 2021, up 7x from
   a year ago. Continued operational progress on fanbase growth and tournament wins
   should provide the foundation for further sponsorship and viewership progress.

 * **Forging champions**: Guild Esports is positioned to become the leading global
   esports brand based in the UK. With strong support from David Beckham, including
   contracted promotional activity, the company plans to pioneer the UK Premier 
   League academy model in esports, attract leading sponsors, build a loyal fan 
   base and establish a premium line of merchandise. Management indicated on 8 March
   that trading has been in line with its expectations.

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