Global eyewear brand Oakley has signed as a new partner to the MotoGP eSport Championship for 2020.
The agreement deepens the existing partnership with Dorna Sports, the owner-operator of MotoGP, which sees Oakley act as a supplier to MotoGP and event title sponsor to the Italian MotoGP in May.
Now in its fourth season, the Global Series of the esports competition begins this year with an on-site event at the Italian MotoGP in Mugello, where Oakley will take top billing both on-screen and as event title sponsor. The event is named ‘Round 1 presented by Oakley’.
Following rounds will take place at the Red Bull Ring in Austria in August and Misano in Italy in September, before the MotoGP season finale in Valencia in November.
Commenting on the deal, Ben Goss, global marketing director at Oakley said the MotoGP team has done “a phenomenal job in establishing the Championship as one of the top racing competitions in esports”.
Pau Serracanta, managing director of Dorna Sports added: “The fact that they [Oakley] also have products to improve the experience of the gamers makes our partnership even more important for the coming years.”
The MotoGP eSport Championship’s main sponsorship property is the presenting sponsorship rights which were sold to personal computer brand Lenovo in a deal worth around €500,000 ($558,000) per year from 2018 to 2020, according to industry sources.
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The Championship is ‘Powered by’ Lenovo’s Legion gaming laptop brand, as well as computer chip technology company Intel.
The Championship also boasts six partners: electric car brand BMW M, retail marketers Cashback World, tyre brand Michelin, energy drink Red Bull and watchmaker Tissot. SportBusiness understands that partners are paying around €200,000 each per year.
The MotoGP eSport Championship is based on the MotoGP video game. MotoGP 20 will be released on April 23, immediately after the official MotoGP Championship – the MotoGP of the Americas – in Austin, Texas.
2020-03-05 11:25:00Z
https://www.sportbusiness.com/news/oakley-deepens-presence-in-motogp-with-esport-championship-rights/
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