Lagardère Sports strengthens foothold over esports territory

Lagardère Sports has partnered with T1 Entertainment & Sports (T1) as the exclusive commercial agent. Lagardère Sports will be responsible for marketing T1’s commercial rights, including managing all brand partnerships and sponsorship engagements. T1 is a new joint venture between Comcast Spectacor and SK Telecom that will feature esports League of Legends (LoL) team SKT T1, as well as teams across several competitive gaming segments that include Fortnite, PUBG, Super Smash Bros., Hearthstone and Apex Legends.This partnership comes on the back of T1’s strategy o establish a “successful and structured” approach to its sales, marketing and sponsorship efforts. As the exclusive sponsorship agency for T1, Lagardère Sports will leverage its international network and expertise in sports sponsorship consulting to conceptualise unique activations and establish long-term partnerships with both endemic and non-endemic brands.Adrian Staiti, executive vice president, global partnerships at Lagardère Sports said T1 will bring the “perfect balance” of high performance and strong fan appeal, which he aims will reap a strong return of investment for brands.“We are at a tipping point where more than ever before, brands are seriously looking at esports as a massive marketing opportunity. In an increasingly fragmented media landscape, few properties rival the portfolio of assets that has been assembled by T1 Entertainment & Sports, and their ability to attract a captive pool of younger audiences with a high disposable income,” he added.Joe Marsh, chief business officer for Comcast Spectacor’s Spectacor Gaming division said the company aims to optimise its growth potential with Lagardère Sports. “Lagardère Sports has earned a strong track record of maximising the value and opportunities surrounding major brands, and we are happy to partner with them from the start of a very promising chapter for T1,” he added.Lagardère Sports has managed marketing partnerships and provided strategic consulting for publishers, event organisers and brands such as SAP, Shell, and Foot Locker. The agency recently tapped into the esports space with new partnerships with Riot Games, RFRSH Entertainment, PUBG, and other esports organisations.