Sky has invested a six-figure sum into the refurbishment of the Sky Guild Gaming Centre as part of a sponsorship expansion.
UK esports organisation Guild Esports has this morning announced that Sky Glass, the streaming TV from Sky, has been appointed as Guild’s Official Television Partner, effective immediately.
The deal expands on Guild’s existing multi-million, three-year sponsorship deal with Sky announced in September 2022, which appointed Sky as Guild’s Official Premier Partner, Official HQ Partner, Official Wi-Fi and Broadband partner and Official Network Provider.
As a result of the expanded partnership, Guild will receive an increased sponsorship fee for years two and three of the org’s deal with Sky, which amounts to an increase in value on the previous six-figure deal with Samsung TV.
Sky Glass will receive prominent exposure of its Glass devices across the Sky Guild Gaming Centre, Guild’s London HQ.
Refurbishment of the Sky Guild Gaming Centre comes as Guild focuses on more events and gaming nights
The refurbishment is expected to be completed in Q4 this year, and the six-figure investment is in addition to Sky’s existing commitments.
The redevelopment of the Sky Guild Gaming Centre will see the production facilities and bootcamps improved, with a view of Guild being ‘better positioned to host high-level esports tournaments and large-scale events’.
The refurbishment includes:
- A full renovation of the ground floor of the Sky Guild Gaming Centre to include three
multiplayer gaming booths, a podium for winners of events held at the HQ, an improved
reception area and front-of-house branding - The development of a new VIP lounge to host guests of Guild’s professional players to watch them compete on Sky Glass’ screens
- An upgrade to three of Guild’s professional team training rooms to include ambient lighting and bespoke branding
- Improvements to Guild’s content creation and coaching facilities, including a new player review room and a green screen studio which incorporates Sky Glass technology
The Sky Guild Gaming Centre recently hosted the Lobby Live event, which welcomed over 200 attendees to enjoy gaming-focused evenings including community tournaments, live music and meet-and-greets with Guild’s professional players and coaches.
“As we move forward into the next phase of our partnership with Sky, visitors to the Sky Guild Gaming Centre can expect to see thrilling tournaments and unforgettable gaming nights.”
Jasmine Skee, Guild Esports
The Sky Guild Gaming Centre will additionally open the Guild Simulator Facility to up-and-coming sim-racing drivers in September, which contains high-end sim racing rigs provided by Guild’s Official Sim Racing Peripherals Partner, Fanatec.
Jasmine Skee, CEO of Guild Esports, said: “It’s an exciting day for Guild as we sign Sky Glass as our Official Television Partner. Since first partnering with Sky in September 2022, our relationship has flourished, and we have collaborated on successful campaigns, events and tournaments that have grown both the Guild and Sky brands.
“With our shared vision and commitment to esports excellence, we are setting the gold standard for partnerships in the esports realm.
“Sky’s six-figure investment into our headquarters is creating a nexus in London for gaming and esports.
“As we move forward into the next phase of our partnership with Sky, visitors to the Sky Guild Gaming Centre can expect to see thrilling tournaments and unforgettable gaming nights.”
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.
