Turner and IMG’s esports tournament brand ELEAGUE has entered a partnership with advertising platform Anzu.

The deal will see Anzu develop a new format of brand advertising for ELEAGUE. Details on the length and value of the partnership have not been disclosed at the time of writing.

ELEAGUE Anzu
Photo credit: ELEAGUE

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Anzu will open its global advertising inventory to ELEAGUE so its sponsors can implement advertisements within the company’s catalog of supported games. In August, Anzu raised $6.5 million (£5.3 million) in its Series A funding round.

ELEAGUE hosts events for a series of titles across mobile, console, and PC platforms. This includes the likes of the ELEAGUE FIFA 19 Cup and the CS:GO Invitational 2019, the latter of which featured a $150,000 (£116,400) prize pool.

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Seth Ladetsky, SVP of Ad Sales at Turner Sports commented on the deal in a release: “ELEAGUE and Anzu’s partnership is a significant milestone in evolving esports advertising innovation. We are consistently developing new avenues to advance esports advertising and introduce partners to this passionate community. Anzu opens the door for another level of advertising impact combined with personalized content discovery.”

Esports Insider says: ELEAGUE does a lot of solid work in the industry and being able to implement its sponsors into Anzu’s approved titles activates another level of brand and sponsor integration. This, if it proves successful, could pave the way for other partnerships and sponsorships in the future.

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