Posted in NEWS
March 17, 2021

European Masters unveils Jack Link’s as main partner

European Masters unveils Jack Link’s as main partner

Riot Games‘ League of Legends European Masters competition has announced North American snack company Jack Link’s as its main partner for the 2021 season.

The deal was facilitated by SPORTFIVE, Riot’s marketing partner.

Jack Link's x European Masters
Credit: European Masters

RELATED: European Masters on menu for Nevada bettors following regulator approval

As the official protein snack partner of the European Masters, Jack Link’s will present the ‘Baron Power Play’ segment during broadcasts.

Jan Pieter Schretlen, Managing Director at Jack Link’s EMEA, commented on the partnership in a release: “Competing online is fast-paced and requires gamers to be their optimum self to perform and win – whether you’re a beginner or you’re competing on the world stage.

“We are excited about the opportunity to support this active community reach its fullest potential, providing them with quality, protein-rich fuel needed to power through long and hard gaming sessions.”

Jack Link’s is no stranger to the esports industry. The company made its entrance by striking a multi-year deal with Envy Gaming and in 2021, it has inked partnerships with British esports organisation Fnatic and OverActive Media‘s Call of Duty League franchise, Toronto Ultra.

RELATED: Toronto Ultra enters exclusive partnership with Jack Link’s

Alongside the partnership, Riot Games also revealed that European Masters Spring 2021 will officially commence on March 29th with the play-in stage. The final is expected to take place on May 1st. 

Esports Insider says: Esports is clearly a focused area of expansion for Jack Link’s and becoming the main partner of the biggest European tournament outside of the LEC is certainly a statement of intent.

ESI Digital Spring | 30-31st March

Published at Wed, 17 Mar 2021 10:33:37 +0000

ESL and Bayes Esports expand partnership

Esports organiser and production company ESL Gaming has announced that it will extend and expand its ongoing partnership with esports data company Bayes Esports.

The relationship will now include more titles and be ‘refined with more granular data technology to enable a wider range of applications’.

Bayes Esports ESL Gaming
Image credit: ESL Gaming

RELATED: ESL finds global betting partner in 1xBet

ESL Gaming began using Bayes Esports’ CARP parser in 2020. The tool enables large data sets to be automatically extracted and structured. Since the parser can extract more data points and in higher quality, it allows media to display full 2D replays live and during the game.

Until now, Bayes notes, this was only possible after the match and not in real-time. ESL and Bayes hope that the partnership’s possibilities will also prove useful to betting companies and commercial data users.

Bernhard Mogk, SVP Global Business Development at ESL Gaming commented on the relationship in a release: “We are only looking for partners who want to set uniform standards with us and to drive esports forward with high-quality technologies. To increase esports’ media presence, the media and other data users must get all the information they need as quickly and reliably as possible.

RELATED: Exclusive interview: Bayes Esports becomes exclusive data partner of Beyond The Summit

Martin Dachselt, CEO of Bayes Esports added: “We are able to offer an unprecedented depth of data on professional tournaments and games. Based on this, new services and products can be developed that will lead to an ever-better spectator and fan experience in esports.”

The esports data company is riding high on a successful year despite global pandemic hardships. Bayes announced a $6m (~£4.46m) investment round in September, released a tournament-focused white paper in December and made a number of key hires, including a former Google exec.  

In addition, the company has also developed BEDEX, an esports data marketplace for in-game data.

Esports Insider says: Any step toward transparency in esports is a good one. We often hear how ‘huge’ the industry is becoming, but there are very real consequences for investing without data. Partnerships like this one offer brands, organisers, betting sites, and more the opportunity to make strategic decisions.

ESI Digital Spring | 30-31st March

Published at Wed, 17 Mar 2021 10:00:36 +0000

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