Esports entertainment company Allied Esports has announced the renewal of its naming rights deal with peripherals firm HyperX for the Esports Arena Las Vegas.
As a result, the venue will still be called the HyperX Esports Arena Las Vegas, with the peripherals brand receiving ‘prominent’ branding and signage both inside and outside of the facility.
HyperX will continue to be featured in all of the arena’s promotions, content and social media. Additionally, both entities will collaborate on a range of co-branded activations and events based in the facility.
Daniel Kelley, the Director of Marketing at HyperX, commented: “HyperX is excited to retain the naming rights sponsorship of the HyperX Esports Arena Las Vegas as a sign of our commitment and dedication to esports and the gaming community.
“Allied Esports is a key partner for us, proving their ability to be a best-in-class esports destination, and we look forward to continued success with them.”
The arena, which was created in 2018, has hosted a variety of esports events and tournaments such as League of Legends’ All-Star showcase and the Capcom Cup. According to the release, the HyperX Esports Arena Las Vegas attracted more than 300,000 visitors in 2019.
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As the arena’s official peripheral partner, HyperX will also continue to supply gaming headsets, keyboards, mice and mouse pads, and USB microphones for esports tournaments, events, and daily play taking place in the facility.
Jud Hannigan, CEO of Allied Esports added: “HyperX has been an incredible naming rights partner for our flagship property, bringing authenticity and credibility to the most recognised esports venue and production facility in the world.
“We are thrilled to extend this landmark alliance as we work together to continue delivering exciting experiences and content for customers and partners alike.”
Esports Insider says: 2020 was a rough year for esports facilities with many of them having to temporarily close down and transition to online platforms due to the pandemic. However, HyperX’s renewal with Allied Esports highlights how there is still a long-term commitment to competitive gaming facilities by brands, despite these challenges.