Headline partnership of the global esports team organisation co-owned by David Beckham, Guild Esports has been announced with the world’s largest submarine sandwich franchise, Subway®.
Subway becomes Guild’s Official Academy Partner of Guild Esports in more than 50 EMEA markets and the Official Quick-Service Restaurant Partner, in this two-year partnership. Guild signs first EMEA-wide esports sponsorship agreement with Subway.
Featuring graphics by renowned London streetwear artist Fergus Purcell, Subway’s rights package includes the branding of Guild’s team jersey, bespoke branded content across Guild and along with player and content creator channels, and exclusive esports activations, its London headquarters opening later this year.
Subway will be able to engage with young audiences, by becoming an Academy Partner, in key markets across EMEA at a local level and support Guild in delivering a balanced choice nutrition programme to its Academy members and fans. To support young gamers in making food choices that are good for them and their local communities, Guild and Subway have shared values and look forward to working together.
To give opportunities to harness passions, build careers, and develop skills on a practical and entrepreneurial level, Subway is a proponent of making better choices and working with young adults at a grassroots level. And Guild has been committed to developing best-in-class esports teams, since its inception in June 2020, whilst finding and training the next generation of players. This aligns with the values of both companies.
Carleton Curtis, Executive Chairman of Guild Esports, said, “We are incredibly proud to partner with Subway, an iconic global brand and the world’s largest submarine sandwich franchise. This partnership is particularly exciting as we are completely aligned with Subway’s commitment to helping people make better choices. It is our shared values that will provide a strong foundation for Subway’s unique relationship with our Academy, which provides opportunities and education to the next generation – from career opportunities to health and wellbeing. We look forward to deepening our partnership with Subway for the long term. Guild’s growing presence and world-class team performances are attracting keen interest from leading brands and sponsors as esports becomes a mainstream social and entertainment activity.”
Louise Wardle, Vice President Marketing EMEA at Subway, said, “At Subway, we have been looking at different ways to connect with younger audiences, but wanted to do so authentically, with more than just a logo. We’re thrilled to be partnered with Guild Esports, which goes far beyond the typical esports company. Its world-first Academy is completely unique, offering the opportunity for young gamers to harness their passions, build skills and fulfil their dreams. By also collaborating with lifestyle and entertainment stars, Guild appeals to gamers and fans alike. This grassroots partnership will therefore connect a globally responsible brand with young people across EMEA.”
