GameSquare to Sell Sponsors for Esports Awards and The Mobies

GameSquare Holdings has agreed to manage sponsorship sales for the Esports Awards and The Mobies through a partnership with MEGA Advanced Ltd. The company will be responsible for finding and signing sponsors and for marketing sponsorship packages.

GameSquare will sell sponsorship inventory using its commercial relationships across creators, content, media, data and live events. The company stated the added inventory will help brands reach Gen Z, Gen Alpha and Millennial gamers and allow larger integrated brand programs across GameSquare properties.

The Esports Awards launched in 2016 and recognises players, teams, creators, publishers and brands involved in competitive gaming. The Mobies debuted in 2023 to recognise achievements in mobile gaming. Both events are organised by MEGA Advanced.

MEGA also runs Esports Leaders, an executive gathering held at the Hôtel du Collectionneur during the closing days of the Esports World Cup.

In a statement, Mike Ashford, chief executive of MEGA, wrote: “We have built the Esports Awards and The Mobies into global platforms that celebrate the people and companies advancing gaming and mobile culture. GameSquare brings extensive brand relationships and an integrated set of commercial capabilities across gaming, creators, content and experiences. We believe this partnership can expand the commercial reach of both properties and create compelling new ways for brands to participate in our events and communities.”

Justin Kenna, GameSquare’s chief executive, noted: “Premium IP is an increasingly important part of GameSquare’s strategy and strengthens the value of our end-to-end commercial platform. The Esports Awards and The Mobies are recognised platforms that bring together many of the leading players, creators, publishers, organisations and brands across gaming. Adding these properties to our commercial portfolio gives us more high-quality inventory to bring to market and creates another opportunity to connect global brands with highly engaged gaming audiences.”

GameSquare is the parent company of esports organisation FaZe Clan. Earlier this year the company renewed and expanded a partnership with Riot Games that dates back to 2019, and it partnered with the U.S. Army Installation Management Command to produce Soldier Showdown 8.

MEGA will continue to operate the awards while GameSquare manages the sponsorship sales process. GameSquare will present and sell sponsorship packages to brands using its existing sales channels and client relationships.