Subway and Guild Esports sign major two-year sponsorship deal

Guild Esports, the global esports team organisation co-owned by David Beckham, has announced its headline partnership with Subway®. In a two-year partnership, Subway becomes Guild’s Official Quick-Service Restaurant Partner as well as the Official Academy Partner of Guild Esports in more than 50 EMEA markets. Guild is the first esports team organisation to sign an EMEA-wide sponsorship agreement with Subway. 

Subway’s rights package includes the branding of Guild’s team jersey, featuring graphics by London streetwear artist Fergus Purcell, branded content across Guild and its London headquarters opening later this year, player and content creator channels, and exclusive esports activations. Guild’s high-profile UK-based team includes pro-gamer “Hen” Mclean, the top-ranked Fortnite player in Europe, and content creator “Gee Nelly”, the award-winning British variety streamer. 

By becoming an Academy Partner, Subway will be able to engage with young audiences in key markets across EMEA at a local level. Carleton Curtis, Executive Chairman of Guild Esports, said: " This partnership is particularly exciting as we are completely aligned with Subway’s commitment to helping people make better choices. It is our shared values that will provide a strong foundation for Subway’s unique relationship with our Academy, which provides opportunities and education to the next generation – from career opportunities to health and wellbeing. We look forward to deepening our partnership with Subway for the long term."

Louise Wardle, Vice President Marketing EMEA at Subway, said: “At Subway, we have been looking at different ways to connect with younger audiences, but wanted to do so authentically, with more than just a logo. We’re thrilled to be partnered with Guild Esports, which goes far beyond the typical esports company. Its world-first Academy is completely unique, offering the opportunity for young gamers to harness their passions, build skills and fulfil their dreams. By also collaborating with lifestyle and entertainment stars, Guild appeals to gamers and fans alike. This grassroots partnership will therefore connect a globally responsible brand with young people across EMEA.”