The pairing of Coinbase and ESL Gaming brings together two titans of their respective industries.
Coinbase has been no stranger to the eSports world and has become one of the major exchanges that continues to find sponsorships in sports. The latest team-up for Coinbase has been announced, and it is with ESL Gaming. ESL Gaming is the world’s leader in hosting eSports tournaments and operates nearly year-round.
Coinbase will be looking to piggyback on the unique level of exposure a platform like ESL Gaming can offer. Specifically, the deal allows for Coinbase to be front and center at the numerous annual major ESL events starting now and running until the end of next year.
Technology and innovation drive partnership
The first event that Coinbase will be a part of is the upcoming Intel Extreme Masters (IEM) Cologne 2021 tournament. Future venues for upcoming tournaments will include Katowice and Beijing. This move by Coinbase aligned with a recent blog post by CEO Brian Armstrong where he said the company needs to adopt an “international-first mindset.” Now, Coinbase will be in the corner of some of the biggest tournaments the sport has to offer including the ESL Pro Tours for CS:GO, StarCraft II, and Warcraft III.
Director of Global Brand Partnerships at ESL, Eli McCarrel, spoke briefly about the collaboration with ESL Gaming. “This is a partnership between two like-minded companies at the forefront of technology and innovation,” McCarrel stated in the press release. McCarrel went on to profess his optimism in the pairing and that this could be an “industry-shifting partnership.”
Speaking on behalf of Coinbase, Brand Director Eryn Alexander added that “In its early days, few people foresaw the potential of esports becoming the vibrant and robust thing it is today,” adding that “We believe the crypto-economy is on a similar trajectory.”
Crypto and gaming
The deal with ESL Gaming is not the first time that Coinbase has jumped into the eSports world. Earlier this year, the exchange and BLAST Premier signed a similar deal. BLAST Premier is a major CS:GO tournament organizer. Coinbase also signed a deal with Evil Geniuses.
Coinbase may be the biggest exchange to get into the eSports game, but they are far from the first. In June, we say eSports group TSM sign a naming rights deal with crypto-exchange FTX to become TSM FTX. While that announcement has hit a few snags, primarily issues from stakeholders about the new name, it is a step in the right direction. FTX has also partnered up with teams from Major League Baseball (MLB) and National Football League (NFL).
Through these collaborations, FTX and Coinbase will be able to integrate with the teams in unique ways and show off their capabilities to a global, youthful, and tech-savvy audience.
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