Subway Signs Debut EMEA-Wide Esports Sponsorship Agreement With Guild

Guild Esports, the global esports team organization co-owned by David Beckham, has announced its association with Subway®, the world’s largest franchiser of submarine sandwich.

Through this two-year partnership, the restaurant becomes official quick-service restaurant partner as well as the official academy partner of Guild Esports in over 50 Europe, the Middle East, and Africa (EMEA) markets. It is the first esports team organization to sign an EMEA-wide sponsorship deal with the restaurant.

The restaurant’s rights package comprises the branding of team jersey, featuring graphics by famous London streetwear artist Fergus Purcell, bespoke branded content across the company and its London headquarters opening later in 2021, player and content creator channels, and exclusive esports activations.

By becoming an Academy Partner, the restaurant will be able to engage with young audiences in leading markets across EMEA at a local level and assist the company in providing a balanced choice nutrition programme to its academy members and fans. Both of the collaborators have shared values and look forward to work as a team to help young gamers in making food choices which are right for them and their local communities.

The restaurant is an advocate of making better choices and working with young adults at a basic level to offer them the chances to put their passions to use, build their careers, and develop their skills on a hands-on and entrepreneurial level. This aligns with the values of both companies as, since its inception in June 2020, the company has been determined to develop world-class esports teams and at the same time to find and train the next generation of players.

Carleton Curtis, executive chairman of Guild Esports stated- “We are unbelievably proud to join forces with Subway, an exemplary global brand and the world’s largest submarine sandwich franchise. This collaboration is extraordinarily thrilling as we are completely in accordance with Subway’s commitment to help people in making better choices. It is our shared values that will grant a strong foundation for Subway’s uncommon relationship with our academy, which offers opportunities and education to the next generation – from career opportunities to health and wellbeing. We anticipate deepening our association with Subway for the long haul. Guild’s expanding presence and top-notch team performances are alluring interests of leading brands and sponsors as esports becomes a mainstream social and entertainment activity.”

Louise Wardle, vice president marketing EMEA, Subway declared- “At Subway, we have been looking at different approaches to get connected with younger audiences but intended to do so genuinely, with more than just a logo. We are excited to have teamed up with Guild Esports, which goes far beyond the typical esports company. Its world-first Academy is completely unmatched, providing the opportunity for young gamers to realize their passions, build skills and fulfill their dreams. By also partnering with lifestyle and entertainment stars, Guild urges to gamers and fans alike. This grassroots collaboration will thus connect a globally responsible brand with young people across EMEA.”