Key esports sponsorships and partnerships, January 2021 – Esports Insider

January was a busy month for sponsorships and partnerships in esports: G2 x adidas; the LEC and four new partners; Na’Vi and Raid: Shadow Legends, plus many, many more.

Each month, Esports Insider compiles the most notable deals worldwide into a single article. To read more about a specific story, simply click the corresponding link!

January highlight: Last month, ESI hosted a masterclass from data platform GEEIQ, on what prospective brands must consider when picking an esports partner:

GEEIQ: Key considerations for brands when picking an esports partner

Esports partnerships and sponsorships: January 2021

G2 Esports announces major adidas partnership

OverActive Media strikes multi-year agreement with EPOS

LEC names KitKat main partner for 2021, renews KIA deal, names GrubHub as presenting partner, and Trovo as official broadcast partner

Natus Vincere joins forces with RAID: Shadow Legends

Astralis launches initiative with Universal Music Group

Guild Esports signs two-year deal with HyperX

Rocket League unveils ESPN collaboration at X Games Aspen 2021

Team Liquid extends long-term partnership with Alienware

For your weekly esports industry round-up, listen to the ESI Digest — wherever you get your podcasts. You can also watch the Digest on YouTube:

Moonton unveils partners of M2 World Championship, adds Razer 

Team Vitality announces Garmin, Incept, ALDI France partnerships

ESIC names Esports Charts data partner, partners with Relog Media for CS:GO events 

ESL partners with Blizzard to operate Hearthstone esports

KitKat partners with CBLoL, Vodafone Giants, LEC

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