Esports Brand Strategy David Beckham

Sky presses play on David Beckham esports broadband push


By John Glenday, Reporter

September 27, 2022 | 3 min read

The brand is teaming up with the legendary former footballer for its first major esports partnership.


Sky has partnered with David Beckham’s Guild esports team

Sky Broadband has made its first play for the growing online gaming market by partnering with David Beckham’s Guild esports team.

A creative campaign announces the pairing with a multi-format approach that brings the electronic world of competitive video games to the streets by way of an outdoor mural wrapping the Guild HQ, now fully equipped with Sky’s Gifgafast broadband.

Assisted by a team including Sky Creative, MediaCom Play and Global Street Art, the collaboration includes a bespoke Guild jersey for the 2022/23 season, as well as social media spots promoting the mural and professional gamers.

Stephen van Rooyen, executive vice-president and chief executive officer, UK and Europe at Sky, said: “In esports every second counts, so Sky’s ultrafast broadband will be perfect for Guild’s gaming HQ. Speed and reliability, hallmarks of Sky’s service, will give the Guild team and gamers across the nation the edge over the competition.”

Rory Moran, director of global partnerships at Guild Esports, added: “Attracting a global media and entertainment powerhouse like Sky is a testament to Guild’s successes to date and plans for the future – in a partnership that will continue to drive us to the highest levels of performance in competitive esports.”

Dave Stratton, marketing director at Sky Broadband, added: "Our collaboration with Guild is going to change the game when it comes to leveraging a brand partnership. Gaming is rapidly increasing in popularity and immersion. With that comes a need for the best full-fiber broadband. This partnership represented an authentic way for us to connect to our audience via a shared passion, culture and vision. This is just the start”

Billed as Sky’s first major esports partnership, the tie-up will span an initial three-year period, during which Sky and Guild have pledged to support women in gaming, improve player performance and engage audiences.

Esports Brand Strategy David Beckham

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