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World renowned esports team, Cloud9, and leading esports investment and advisory firm, Guinevere Captial, have entered in to a strategic partnership with the aim to increase London Spitfire's connection to the UK and Europe and ensure the success of live Homestand events in 2021.

Attention Sports & Media have been appointed by Guinevere Captial to establish community roots in the UK, support fans through event activations, build relationships with content creators and influencers, secure commercial partners and collaborate with Cloud9 to help grow the franchise from their London base. It also signifies another major step for Attention in supporting the growth of esports in Europe.

Duncan McMonagle, Managing Director of Attention Sports & Media, said:

There is significant momentum in the gaming and esports industries currently, and tremendous potential in the UK specifically. We are delighted to help support Guinevere's growing portfolio in Europe and hugely excited at the prospect of working with a global city-based franchise team such as the London Spitfire, to help manage operations and grow the business on the ground here in London.

London Spitfire compete in the Overwatch League (OWL). OWL is the global professional esports league for the game Overwatch, featuring 20 teams based in major cities in countries all over the world. London Spitfire were the grand final champions in the inaugural season in 2018, are the only organisation based in the UK, and one of only two in Europe. The organisation also includes the British Hurricane who compete in the Overwatch Contenders League, providing a competitive talent pipeline for European players, as well as opportunities to connect meaningfully with the community and grassroots scene.

Dan Fiden, President of Cloud9, said:

When Cloud9 made the decision to invest in Overwatch League, we knew taking on live events, marketing, and commercial operations in the UK would be a challenge. When we connected with the team at Guinevere, their backgrounds in traditional sports, media, and esports in Europe, this convinced us that they’d be the right partner to build the business with. Local support will ensure the team grows from a commercial and community standpoint. The city-team process has been very successful in generating local fan bases that go beyond esports. It’s important for us to work with a partner that understands the city-based structure and how to maximize the potential this can offer. For London Spitfire to develop strong connections to fans and partners having local support is vital.

David Harris, Managing Director of Guinevere Capital, said:

There is huge potential in the UK esports scene which is still under-developed when you compare it to the rest of the world. For Guinevere, the opportunity to work with London Spitfire will allow us to work across two major British brands, cementing ourselves within the region. My background is in traditional sports which has a great deal of synergy with the vision behind city-based esports teams and structures. My ambition is to help develop the UK and European esports ecosystem and to help organisations such as London Spitfire and British Hurricane, two immensely talented teams, stand out from the crowd, have their voice heard amongst the community and to gain the attention of brand partners.

If you are looking for advice either as a rights holder or brand looking to get involved in esports, contact us for more information.


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