Credit: Golden State Warriors
Mentioned in this article
- Ticketmaster has renewed its partnership with NBA franchise Golden State Warriors (GSW).
- The partnership has also been extended to include esports affiliates Warriors Gaming Squad and Golden Guardians.
- The multi-year partnership agreement makes Ticketmaster the first brand to sponsor all of GSW Ventures’ brands.
NBA Franchise Golden State Warriors 
has renewed its multi-year partnership with Ticketmaster, extending it to include esports teams Warriors Gaming Squad (NBA 2K League ) and Golden Guardians (League of Legends ).
Ticketmaster will continue to be the official ticketing partner and a founding partner of Chase Center, the Warriors’ new sports and entertainment complex set to open this September. The partnership makes Ticketmaster the first to cover all of WGC Ventures’ brands.
Related Article: Golden Guardians, Madrinas Coffee on Building an ‘Authentic’ Partnership
NETGEAR’s Nighthawk Pro Gaming brand became the first sponsor of the Warriors Gaming Squad in August of 2018, followed by Chase in April 2019.
League of Legends team Golden Guardians is sponsored by Madrinas Coffee, Plantronics brand RIG Gaming, and Zenni Optical.
The expansion of non-endemic brand sponsorship to a traditional sports team’s esports affiliate is not a common practice, but it has happened before. In October of 2017, HyperX became the first official headset sponsor of NBA franchise the Philadelphia 76ers. The partnership included signage in the arena during basketball games, while headsets were used by esports team Dignitas .
In May 2018, the Memphis Grizzlies extended its partnership with FedEx to include its NBA 2K League affiliate, Grizz Gaming .
NBA 2K League affiliate Knicks Gaming was formed with current New York Knicks sponsors Chase and Squarespace serving as inaugural founding partners.
