esports: Subway (fastfood) partner of Guild Esports, a company co-owned by David Beckham

Subway, an American fast food chain, has become the first major partner of Guild Esports for two seasons (2021-2022), announced the English organisation, owned by Blue Star Capital, on 25/03/2021. Guild Esports, a start-up launched in June 2020 and listed on the London Stock Exchange (LSE) since 02/10/2020, is co-owned by former English footballer David Beckham.

The agreement, reported to be worth several million pounds, covers 50 countries in the EMEA zone. Subway will be the main shirt sponsor of the esports organisation and will have a high profile in the future Guild Esports headquarters in London (due to open in 2021). The announcement of the partnership was accompanied by a strong marketing campaign on both brands' communication channels, including the broadcast of a video clip (see below).

"By becoming an Academy partner, Subway will be able to engage with young audiences 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," explained the esports organisation. Guild Esports is thus…