[Source: Global Esports Federation] The inaugural Singapore 2021 Global Esports Games is proud to be supported by a slate of partners that includes Singapore Airlines, MyRepublic, Samsung, Razer, and Flare Networks, signalling the strong backing that the event has received from organizations across the APAC region.
The GEG, the flagship event of the Global Esports Federation, is a global, multi-title competition. The inaugural edition features Dota 2, eFootball 2022, and Street Fighter V: Champion Edition, with participation from esports athletes and players from over 50 countries and territories. At the World Finals, over 100 athletes from 40 countries and territories will compete in Singapore in front of a LIVE audience and multi-channel broadcast. The event runs from December 18-19 at Resorts World Sentosa.
This is Singapore Airlines’ first esports partnership, and the national carrier is the GEG’s Official Airline Partner. The GEG’s other official partners in their respective areas are MyRepublic (Telco), Samsung Neo QLED (Technology), Razer (Esports), and Lazada (E-commerce). Joining them are community partners TikTok and GosuGamers, and venue partner Resorts World Sentosa.
In a tangible demonstration of its deep commitment to the esports community, Flare Networks, GEF’s Global Partner for Blockchain Ecosystems, is making a grant of their Songbird Tokens ($SGB) to every athlete and team heading to Singapore and helping the global broadcast reach the entire world.
Chris Chan, President of the GEF said: “We are thrilled by the support from world-class brands for the first-ever Global Esports Games. We are now in the final phase of preparations for the GEG. The entire team remains focused on staging a prestigious international competition as planned despite the challenging circumstances. We are grateful to our partners for their commitment to sharing and supporting our #worldconnected vision.”
GEFcon, the GEF’s international convention of esports thought leaders and idea creators, takes place virtually on December 16. Visit www.gefcon.org for panel information and sessions details. You can register on https://tinyurl.com/GEFcon21Registration to access the sessions. A Keynote Panel debating the current and future state of esports will be staged LIVE from Resorts World Sentosa (Singapore) on Friday, December 17 at 2.00pm. The panel will feature discussions with the GEF President, the GEF Chief Executive Officer, and leaders from the Istanbul 2022 and Riyadh 2023 Global Esports Games Organizing Committees.
The GEFestival, meanwhile, is staged between December 4-18, brings together esports and gaming, music, art and technology. As a prelude to the Global Esports Games, GEFestival offers a series of community esports competitions and the premiere of a specially curated documentary, music, and art showcase that celebrates esports and youth culture. View all key events of the GEFestival on YouTube and Twitch.
Viewers around the world can watch live streams of the GEG on Twitch, Facebook, YouTube, Huya, and GosuGamers.
Tag: Sponsorship
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Global Esports Games announces Official Partners for inaugural event
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Super League Triathlon and Dryworld announce new global apparel partnership
[Source: Super League Triathlon] Super League Triathlon (SLT) has announced a three year deal with global athletic performance brand DRYWORLD (OTC Pink: IBGR) who are to become the official apparel partner of SLT.
DRYWORLD will design, develop and manufacture tri-suits and training gear for Super League’s world-class professional athletes as well as kitting out staff. It will also create a special and eagerly awaited lifestyle collection for athletes and fans. This will be available in the New Year at events and online through a dedicated SLT global e-commerce platform.
The Canadian-born athletic brand, known for its high performance and sustainable apparel lines, is celebrated for its laser-sharp focus on developing the best purpose-driven products for athletes. Now turning their unique approach to R&D on the triathlon market.
Through this partnership, Super League athletes and staff will enjoy the brand’s signature innovations and differentiators. SLT Professionals have even been involved in the product development and testing of DRYWORLD’s new technical tri-suit, which will be available in 2022.
SLT is the world’s fastest swim-bike-run series. It pits the greatest triathletes against each other in quick and exciting race formats, across stunning destinations, worldwide.
The athletes will first showcase their DRYWORLD kit at the Arena Games Triathlon in spring 2022. A dynamic new esports format in collaboration with World Triathlon, the Arena Games Triathlon blends together real life and virtual racing to deliver an immersive viewing experience via a unique partnership with Zwift.
SLT will then host its renowned annual Championship Series later in the year. The series sees professional triathletes battling against each other for one of the largest prize purses in the sport. Their disruptive race formats and revolutionary approach to triathlon is redefining the discipline for a modern audience.
Head Of Partnerships at Dryworld, Ian Hollister, said:
“DRYWORLD is most excited about partnering with a brand that is innovative in its approach to the sport. As well as its incredible global Championship Series, Super League is the first major sports brand to incorporate a virtual element to real world competition in their unique product, the Arena Games Triathlon in partnership with Zwift. In fact, SLT Arena Games just won the Cutting Edge Award at the Sports Industry Awards”.
Martin Cawte, Chief Commercial Officer at Super League Triathlon, said:
“Super League Triathlon is always looking to partner with brands who share our philosophy of innovation and progress and DRYWORLD is exactly that. This partnership will not only see DRYWORLD bring their science, expertise and unique technologies to prepare cutting edge race kits for the best triathletes on the planet, but also for age groupers around the world and fans of the sport, who will be able to enjoy a comprehensive SLT merchandise range.”
About Dryworld
DRYWORLD is a premium performance sports brand offering innovative, superior quality apparel and gear for the athlete in all of us. We build purpose-driven products that give all athletes the edge. Engineered by athletes, proven by science. Shop DRYWORLD
DRYWORLD Instagram
DRYWORLD Facebook
DRYWORLD Twitter
Contact: info@thedryworld.com
www.thedryworld.com
About Super League Triathlon
Super League Triathlon (SLT) is the world’s premier swim-bike-run series. We take the very best athletes and pit them against each other in fast, exciting, and unique race formats, in fantastic destinations across the globe. The Championship Series takes place from August-November. This sees the world’s best triathletes taking on game-changing race formats which are redefining the sport for a modern audience.
Super League’s Arena Games Triathlon is a dynamic new esports format which blends real life and virtual racing. It delivers a unique and immersive viewing experience via a unique partnership with Zwift. It will crown the world’s first official triathlon esports World Champions, thanks to a ground-breaking partnership with World Triathlon.
For more information visit superleaguetriathlon.com -
IOC and Deloitte announce global partnership to advance the Olympic Movement
[Source: IOC] The International Olympic Committee (IOC) and Deloitte today announced a decade-long, five-Games TOP partnership through 2032. Deloitte will serve as a Worldwide Olympic and Paralympic Partner for the following Games: Paris 2024, the Olympic and Paralympic Winter Games Milano Cortina 2026, Los Angeles 2028, the Olympic and Paralympic Winter Games 2030 and Brisbane 2032.
As a Worldwide Olympic Partner, Deloitte will apply its deep expertise in management and business consulting to help enhance and secure the IOC’s digital ecosystem supporting the Olympic Movement.
Deloitte and the IOC have formed a “partnership with purpose” that leverages Deloitte’s considerable business acumen to help the IOC realise the possibilities of its strategic roadmap for the future, Olympic Agenda 2020+5, and its vision to build a better world through sport. In partnership with the IOC, Deloitte will provide a global team with wide-ranging management and business consulting capabilities to deliver meaningful impact to the National Olympic Committees, billions of fans, and the thousands of athletes who make the Olympic Games possible.
Deloitte will utilise its environmental, social and governance services expertise to assist the Olympic Movement in driving progress on critical challenges identified in Olympic Agenda 2020+5 related to corporate governance, strategy, sustainability, diversity, equity and inclusion, and athlete support and well-being.
“We are living through one of the most consequential moments in history. The Olympic Movement plays a vital role in uniting the world through friendship, solidarity and fair play, and never has this been more important than now. Together, Deloitte and the IOC aspire to make an impact that matters – to strengthen, enhance and create a long-lasting and positive impact on society through the Olympic Movement,” said Punit Renjen, Deloitte Global CEO.
“We are delighted to be working with Deloitte and excited by the opportunity this partnership presents for the entire Olympic Movement. Deloitte’s initiatives to advance the UN Sustainable Development Goals align with the IOC’s philosophy of further change and transformation as expressed in the IOC’s Olympic Agenda 2020+5 strategic roadmap for the future,” said IOC President Thomas Bach.
“Having worked with Deloitte for several years now, the IPC is enthusiastic to explore with Deloitte how its expertise and wide range of services can benefit the wider Paralympic Movement as we aim to use sport as a tool to drive social inclusion,” said International Paralympic Committee President Andrew Parsons.
Enabling the transformation of the Olympic Movement
Deloitte will support the IOC with its digital transformation strategy. It will utilise its digital expertise to help advise in such areas as personalising the fan experience and enhancing digital services, connecting fans around the world and extending the appeal of the Olympic Games between editions.
Advancing the IOC’s purpose and efforts to address global challenges
As a leader in purpose-led organisational initiatives, Deloitte will bring that expertise to support and advise the IOC in the development of strategies that will help it achieve its vision of building a better world through sport.
Deloitte will work with the IOC on the development of programmes, legacy projects and playbooks on initiatives such as athlete support and mental health, diversity, equity and inclusion, sustainability and the reduction of the Games’ carbon footprint.
In recognition of the importance of good governance and transparency, as expressed in Olympic Agenda 2020+5, a “Centre of Excellence” will be developed through this partnership relating to best practices in administration and management operations for participating National Olympic Committees.
Michele Parmelee, Deloitte Global Chief People and Purpose Officer, said: “This partnership brings together two iconic global brands who share a passion for driving positive societal impact. We see this spirit embodied in the Olympians and Paralympians who work for Deloitte and inspire us to see the possibility of what Deloitte and the IOC can accomplish together.”
Jiri Kejval, IOC Marketing Commission Chair, stated: “Deloitte’s relationship with the Olympic Movement is a clear example of how the Worldwide Olympic Partner Programme continues to attract the most renowned names in business. Deloitte’s commitment to providing world-class expertise to the Olympic Movement demonstrates the unique opportunity that the TOP Programme provides.”
This is Deloitte’s first global partnership with the IOC and is the culmination of Deloitte’s many years of support for various parties in the Olympic Movement. The new global partnership complements Deloitte’s ongoing agreement with the Olympic and Paralympic Games Los Angeles 2028, as well as with the Canadian Olympic Committee, German Olympic and Paralympic Committees, Irish Olympic Committee, Polish Olympic Committee, and United States Olympic and Paralympic Committee, where Deloitte’s member firms provide support to thousands of Olympians and Paralympians. -
Sport event sponsorship hits record high, ESA and Nielsen report
[Source: ESA] Sponsorship across Europe continued its post-pandemic recovery in 2022 as the sport sector achieved a record high, according to research from the European Sponsorship Association [ESA] and Nielsen Sports.
The 2023 ESA Sponsorship Market Overview found that the total value of Europe’s sponsorship market increased by 4.3% over the past year from €27.85bn to €29.05bn. The total volume remained more than €1bn lower than 2018 and 2019 levels, with a record high of €30.69bn measured in 2019.
The Sponsorship Market Overview covers sport and non-sport, and both sectors enjoyed an increase in 2022 but sport went from surviving to thriving with a record high volume of €20.69bn compared with €19.80bn in 2021 and €20.26bn in 2019. The recovery of the non-sport sector was modest in comparison but still significant with a 3.85% gain from €8.05bn to €8.36bn.
Nielsen Sports, which has been delivering this annual report since 2008, concluded that the lifting of COVID-19 restrictions was the main contributor to the market growth across sport events, festivals and concerts. Sport also benefited from the staging of major events such as UEFA Women’s Euro 2022 and the Commonwealth Games, as well as spill-over from the Winter Olympics and FIFA World Cup.
The authors also noted that the rapid increase in crypto sponsorship had both a positive and negative impact on the industry, bringing a cash injection alongside a degree of volatility due to the instability of the sector. They also acknowledged the negative impact on all markets caused by Russia’s military occupation of Ukraine.
The Sponsorship Market Overview measures the top 10 markets in Europe, and it found that Spain (14%) and the United Kingdom (10%) were this year’s fastest growers. The report found that Spain had benefited from market stabilisation after the ban on betting sponsorship in 2021, with renewed commercial growth driven by FC Barcelona and Atletico Madrid, along with the emergence of female athletes as ambassadors. The continued growth of the Premier League was a major contributor to increases in UK sponsorship.
Samantha Lamberti, Managing Director International, Nielsen Sports, commented: “A look at the figures confirms 2021’s trend: the sponsorship market in Europe is growing for the second year in a row. Lifted restrictions and the increased adaptation of Web 3.0 technologies served as drivers of growth.”
Andy Westlake, ESA Chairman, added: “The continued recovery of the sponsorship industry is highlighted by Nielsen Sports’ latest Sponsorship Market Overview, which paints a picture of a dynamic and resilient sector.
“It’s remarkable how well sponsorship has bounced back after the devastating effects of the pandemic, and we all enjoyed the full resumption of in-person sporting and cultural events that contributed to the regrowth of the sector in 2022.
“To see the volume of the 2022 industry come close to matching pre-pandemic levels underlines the importance of sponsorship to companies across Europe that need to achieve tangible connection with their customers. Sport sponsorship reached record levels last year and I am sure 2023 will see a continued regrowth in non-sport sponsorship.
“This good news comes in spite of some very profound challenges affecting business stability, not least Russia’s continued military occupation of Ukraine. The 2023 Sponsorship Market Overview also highlights the positive and negative impact of crypto sponsorship on our industry. It’s more important than ever that companies use reliable data to inform their sponsorship decision-making – and this vital annual analysis by Nielsen Sports leads the way in that category.”
ESA members can click here to see the full report. This report was produced using Nielsen Sports Market Intelligence and is available exclusively to ESA members. The ESA Sponsorship Market Overview has been conducted annually since 2008.
ESA is a Strategic Partner of Host City. -
European Sponsorship Association adds Board Directors, increasing diversity
[Source: ESA] Antony Douglass (Specsavers), James Goode (IMG), Heli Kemppainen (Neste) and Martin Prendergast (Martin Prendergast Communications) were elected by their fellow ESA Members, while existing Board Director Stuart Wareman (Accor) was re-elected.
The election of Heli Kemppainen as a second representative from Finland on the ESA Board increases the female contingent to six, including ESA General Manager Karen Fan. Martin Prendergast and James Goode strengthen arts & culture representation on the Board and Antony Douglass provides legal expertise following the retirement of Bob Mitchell (Harbottle & Lewis).
Besides the elections, ESA also presented information to members from all existing workstreams and the new Sustainability Working Group, as well as information about the not-for-profit association’s performance.
ESA Chairman Andy Westlake said: “I’m extremely proud of how our community continues to adapt to challenging international conditions to keep the sponsorship industry buoyant, and yesterday’s AGM gave us the chance to reflect on this success.
“I’m delighted to welcome Anthony, James, Heli and Martin to the Board of Directors and it’s wonderful to see Stuart continue his tenure. We look forward to working with all five of them and it’s super that we have such a representative Board as we seek to deliver on our mission to inspire, unite and grow a welcoming and diverse sponsorship industry.
“As we continue to bring new members into our international community we will remain focused on giving members the best possible value and a rewarding experience in all aspects of their engagement with ESA.
“The only regrettable aspect of the ESA 2023 AGM was saying a formal goodbye to those Board Directors who have stepped down, and I thank William Fenton and Bob Mitchell for their terrific contribution.”
Visit the Leadership page of the ESA website to see the new Board in full. -
ESA elects first-ever majority female Board
[Source: ESA] Four female Directors were newly elected to the Board of the European Sponsorship Association (ESA) at the AGM in London.
Amy Mansell (Global Partnerships Director at ELEMIS), Ceri Powell (Head of Sponsorships & Partnerships at Orchard Media and Events Group), Grace O’Grady (Vice President, Account Management at Live Nation) and Tanya Townsend (Head of Sponsorship & Brand Activation at Three) were elected by their fellow ESA Members, while existing Board Director Risto Oksanen (CEO at Red Carpet Brand Alliances Oy) was re-elected.
The election of four women to fill the five vacant positions means ESA now has nine female and seven male Board Directors – a female majority for the first time.
A new high of five representatives based outside of the UK is also evidence of the increasingly diverse European sponsorship community, while Amy Mansell’s and Tanya Townsend’s success in the election increases the brand representation on the Board to five companies.
Filip Waegemans (Owner and Sponsorship Expert at Skaut) and Michael Hope-Milne (Enterprise Director at Pearl & Dean) were also appointed Board Advisors.
Besides the elections, ESA also presented information to members from all existing workstreams and the new Arts & Culture and Equality, Diversity & Inclusion (EDI) Workstreams, as well as information about the continuing growth of the membership community.
ESA Chair Sophie Morris said: “I’m extremely proud of how our community continues to elevate sponsorship standards across the continent, making the industry more dynamic, more sustainable and more representative, and today’s AGM gave us the chance to reflect on this progress.
“I’m thrilled to welcome Amy, Ceri, Grace and Tanya to the Board of Directors and it’s wonderful to see Risto continue his tenure. We look forward to working with all five of them and it’s wonderful that we have such a diverse Board as we continue to focus on our role as the essential and inclusive community for all professionals working in sponsorship.
“As we continue to bring new members into our international community we will remain focused on giving all sponsorship professionals the best possible value and a rewarding experience in all aspects of their engagement with ESA.
“It is great news for ESA that Filip Waegemans and Michael Hope-Milne will support the Board in an advisory capacity. And I am hugely grateful to Antony Douglass, James Goode, Jenny Seymour and Misha Sher for the outstanding contribution they have made in their time as ESA Board Directors, and hope they will all remain a part of our thriving community.” -
Irish and Norwegian events among big winners at European Sponsorship Awards 2026
Europe’s most innovative and impactful event partnerships took centre stage last night at the 2026 European Sponsorship Awards (ESA), where festivals, races, cultural spectacles, and sports events were among the winners celebrated for their ground-breaking collaborations. In front of a packed audience of 600 at London’s The Brewery, the awards recognised the power of partnerships – from music festivals and charity races to marathons, cultural celebrations, and sports spectacles.
Winning event partnerships The 2026 ESA Awards shone a spotlight on events of all kinds, proving that sponsorship can elevate experiences across every sector: Vhi Women’s Mini Marathon 2025 (Ireland) was crowned Event of the Year, proving that mass-participation events can drive both community engagement and commercial success. Gjensidige’s The Breathing Space (Norway) claimed the Festival Sponsorship award, demonstrating how brands can turn festivals into immersive, socially impactful experiences. The Pfizer Cycle 2025 (Ireland), co-organised by Titan Sports, won Best Employee Engagement, showcasing how a charity cycling event can drive internal engagement while supporting a global cause.
Sustainability and social purpose take centre stage The awards particularly celebrated partnerships that prioritise purpose and sustainability. The Irish Times Ireland’s Greenest Places, in partnership with Electric Ireland, won Environmentally Sustainable Sponsorship, setting a benchmark for eco-conscious events. This award was presented by Andrew Hodson of Wasserman Live. Sparebank 1 Østlandet and Retail Factory’s The Entry Room claimed Sponsorship with a Social Purpose, proving that events can drive meaningful change in their communities. Cairn Community Games won the Equality, Diversity & Inclusion in Sponsorship award, showing how local events can champion inclusivity. Canon & RNIB’s World Unseen took home ESA Sponsorship of the Year and Arts & Culture Sponsorship, making photography accessible to blind people and proving that event sponsorships can drive both business and social impact. Culture and entertainment shines RTÉ’s The Traitors dominated the TV and entertainment space, with sponsors Centra and Very winning awards for their creative activations, proving how TV events can become cultural phenomena through smart partnerships.
Tommy Hilfiger and F1: The Movie received the Chair’s Award for “disruptive brilliance”, blending fashion, film, and motorsport in a way that redefined cross-sector collaboration. Guinness secured a triple win, including ESA Best of Europe for Lovely Summer for a Guinness, showing how beer brands can own both sports and cultural moments. “Heartfelt, spirited debate” Hosted by England rugby legend and diversity advocate Ugo Monye, the 18th annual ESA Awards celebrated 26 categories of sponsorship excellence. MSQ Sport + Entertainment was named Agency of the Year, while Oak View Group won Rights Holder of the Year for the first time. “The standard was higher than ever,” said ESA Awards Chair of Judges, Matthew Leopold. “More than a few categories came down to the sort of margin that made the judges re-check their notes and engage in heartfelt, spirited debate.”