Talent management and marketing agency AFK has today announced a partnership with popular esports organisation NRG.
AFK – founded in 2019 by Matt Woods, a former streamer and MNM Gaming LoL player – will procure and activate brand marketing and sponsorship opportunities for NRG. For example, a deal between NRG and one of its long-standing clients Repeat.gg, an online tournament platform.
Together, the two companies are working to drive sign-ups to Repeat’s platform, which is set to host a pro-am Rocket League tournament final on July 16th 2023.
As part of the competition, fans will have an opportunity to compete in a qualifying round for a chance to play with some of NRG’s professional players and content creators.
More than 3,000 fans have already signed-up to compete in the tournament qualifiers.
Offering a $2,000 tournament prize pool, fans can enter the Carry Tax Invitational competition by visiting Repeat’s online sign-up page.
Participants that qualify, will then compete in the main stages of the tournament which will be livestreamed on each of the talent’s Twitch channels.
“We believe that collaboration and innovation are crucial to pushing the esports industry forward, and our partnership with NRG embodies that spirit.”
Jamie Wootton, AFK
Reaching 2.2bn views in 2022, NRG’s community of fans are encouraged to visit the Carry Tax Invitational event page on Repeat’s website during NRG’s ‘Mission Control’ broadcast, a watch party that follows NRG’s Rocket League esports team through the Rocket League Championship Series (RLCS).
Tapping into AFK’s network of brands, including Coca-Cola, Mastercard and Tommy Hilfiger, the pair say this partnership will create a marketing channel through which NRG can convert its platform reach into revenue.
AFK will be responsible for developing and executing brand marketing campaigns, managing sponsorships and endorsements that resonates with NRG’s esports community. To support the partnership, AFK will utilise its esports division known as AFK Pros.
‘We recognise the problems the esports industry faces and can see an opportunity to make a positive impact’ – AFK on NRG deal
Jamie Wootton, Head of Esports at AFK (and former Esports News UK writer!) said: “The global recession has affected various industries and esports is no exception. At AFK, we recognise this problem that the esports industry is facing and can see an opportunity to make a positive impact by leveraging our existing brand relationships and the extensive work we have done in the past.
“We believe that collaboration and innovation are crucial to pushing the esports industry forward, and our partnership with NRG embodies that spirit. Through this partnership, we aim to not only provide our expertise and resources, but also contribute to the overall growth and resilience of one of the esports industry’s most valuable brands.”
Andy Miller, CEO and Founder of NRG, commented: “We’re excited to be working with an agency like AFK. As NRG continues to grow as one of the largest gaming and esports entertainment companies in the world, AFK’s global reach and extensive industry network will provide invaluable support in expanding our brand visibility and opportunities.”
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
