Steve Martin, M&C Saatchi Sport & Entertainment

M&C Saatchi Sport & Entertainment enters esports and partners with eGames

The eGames and M&C Saatchi Sport & Entertainment have agreed a partnership to define European sponsorship strategy for the new international esports games, the inaugural event of which is to be staged in Rio this August.

Steve Martin, M&C Saatchi Sport & Entertainment
Steve Martin, M&C Saatchi Sport & Entertainment

Five times Sport Agency of the Year winners M&C Saatchi Sport & Entertainment will provide strategic counsel and sponsorship advice to the International eGames Group in Europe, as well as support for brands seeking to be involved with this event.

The announcement of this partnership has been made alongside news that M&C Saatchi Sport & Entertainment has launched a dedicated esports division with Head of Digital Haran Ramachandran at the helm.

The eGames were first announced last month during the London Games Festival and will coincide with the Olympics every four years. The initial event will be a two day pop up in Rio with national pride at stake. The IEGC, which is backed by the British government, initially selected four teams from the UK, Canada, the US and Brazil ‘due to exisiting gaming relations.’

Steve Martin, CEO of M&C Saatchi Sport & Entertainment said: “Everybody knows eSports is at the tipping point and about to explode into the mainstream. We’re delighted to partner with the eGames event in Rio, which has the full support from the UK Government.”

Chester King, CMO of International eGames Group said of the news: “The eGames will inspire future generations in competitive video gaming by creating new national heroes. We want to remove the smokescreen of what eSports actually are and work with brands that want to be part of this exciting journey.”

He added: “We chose M&C Saatchi Sport & Entertainment as they have a great track record and passion for eSports. They and their clients understand the potential, that being an eGames partner is a credible alternative to tradition sport sponsorship.”

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