Brands

Guild Esports Renews With Subway for 2024

Published by

James Fudge

9 months ago

Guild Esports partners with Subway for 2024

London-based, publicly traded esports organization Guild Esports (LSE: GILD; OTCQB: GULDF) announced Friday that it has renewed its partnership with the UK division of quick-service restaurant brand Subway for an additional year.

Financial terms were not disclosed.

Under the terms of this renewal, Guild’s partnership will continue for an additional year beginning on Jan. 1. Subway’s branding will receive “front-of-shirt” placement on Guild’s professional and academy players’ jerseys across all esports teams in 2024. Guild originally signed a two-year sponsorship deal with the brand in March of 2021.

Subway is owned by private equity firm Roark Capital, who purchased the company in August for around $9.6B USD. Roark holds approximately $37B in assets that include a number of popular restaurant chains including Arby’s, Auntie Anne’s, Buffalo Wild Wings, Carvel, Sonic, and others.

Subway rejoins other Guild sponsors and partners including eNDX, Sky Broadband, Bitstamp, Hummel, Coca-Cola, Hyperice, Samsung Odyssey, Secretlab, and Sky Glass.

James Fudge

With a career spanning over two decades in the esports and gaming journalism landscape, James Fudge stands as a seasoned veteran and a pivotal figure in the evolution of esports media. His journey began in 1997 at Game-Wire / Avault, where he curated gaming and community news, laying the groundwork for his expertise in the field. In his more recent roles, James cemented his status as an authority in the esports business sphere as Senior Editor Esports at Sports Business Journal and The Esports Observer between 2018 and 2021.