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EU Masters teams up with Amazon for Summer 2021 and Beyond

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As hype builds for the European Masters, the ultimate showcase of the talent found in the European Regional Leagues, we have an exciting announcement about the future of the competition.

We are happy to welcome Amazon as the Naming Partner of the European Masters this Summer 2021, and for the year 2022.

Amazon will work with European Masters to create a unified shopping experience for EU Masters fans, and will explore how to create a destination for viewers looking to express their fandom of the tournament and its participating teams. As part of the collaboration, the European Masters will be renamed the Amazon European Masters.

“We are thrilled to welcome Amazon to EU Masters, the home of high level competition between the European Regional Leagues that shine the spotlight on the rising stars across the region”, said Zeynep Gencaga, Senior Manager, Business Development Riot Games Europe & MENA. “We couldn’t be more excited for a global brand like Amazon to be our very first Naming Partner for our European competition.”

The announcement marks another milestone for Amazon in the gaming and esports industries, which has previously included working with Riot to give away League of Legends skin shards through Prime Gaming, as well as supporting the development of grassroots university esports competitions throughout the UK and Europe. We’re excited to be working alongside Amazon in esports, and we can’t wait to reveal even more ways our work with Amazon will improve the EU Masters experience for fans.

The European Masters 2021 Summer tournament will kick off on August 16 with the Play-In Group Stage, while the Main Event kicks off on August 30, which will see 16 of Europe’s finest teams compete to bring glory to their region. Head over to lolesports.com to catch all of the action live.

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NODWIN Gaming Partners with Sony LIV for Streaming Rights of Esports World Cup 2025

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NODWIN Gaming, South Asia’s leading esports and gaming company, has announced that Sony LIV has acquired the Hindi and English language media rights for select matches of the Esports World Cup (EWC) 2025, further amplifying the tournament’s reach and representation across India.

As part of the partnership, Sony LIV will stream select matches from the Esports World Cup in India, bringing the action to millions of fans in languages they resonate with. The Hindi-language broadcast will be available exclusively on the Sony LIV app and official website.

In addition, Sony LIV will also stream the weekly shows, behind-the-scenes features and player interactions spotlighting EWC athletes and teams, curated for both core and casual esports audiences. This collaboration follows NODWIN Gaming’s recent partnership with the Esports World Cup Foundation (EWCF) to manage media rights and regional distribution across South Asia.

Akshat Rathee, Co-Founder and Managing Director of NODWIN Gaming, said: “Our goal is to bring the Esports World Cup to as many passionate fans across South Asia as possible, and this partnership with Sony LIV is a major step in that direction. It combines Sony LIV’s incredible reach with NODWIN’s focus on building localized, fan-first esports experiences. With both Hindi and premium English content, we are creating a viewing experience that feels personal, immersive, and truly regional.”

With the addition of Sony LIV as the exclusive Hindi broadcast partner and NODWIN Gaming as the strategic regional media and marketing partner, the EWC is poised to reach unprecedented heights in South Asia. This aligns with the mission of making esports more inclusive, accessible and locally relevant.

With top-tier Indian talent competing across multiple titles, the Esports World Cup 2025 presents a unique opportunity to showcase India’s growing presence in global esports and to unite audiences around a shared national dream.

The post NODWIN Gaming Partners with Sony LIV for Streaming Rights of Esports World Cup 2025 appeared first on European Gaming Industry News.

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eWear launches aim.one – the world’s first functional gaming wear for esports athletes and gaming-fans

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From hoodies to short-sleeved jerseys: the entire collection has been developed to meet the specific needs of gamers – uncompromising, highest-quality and thought-out down to the last detail.

“There is the right functional clothing for every sport – for soccer, tennis, golf… Gaming used to have this gap. Not anymore!”, say the founders.

The debut collection features 4 products and thus offers the right piece for all gamers: hoodie, longsleeve, shirt and pants. Each combines innovative functionality with comfort and style. Smart gadgets – including special ventilation zones, padding and other features to promote reaction, focus and grip – make this clothing a real support in the game.

Developed from the ground up specifically for playing at a PC, “aim.one is for everyone who wants to take their gaming to the next level – from high-end eSports pros to hobby gamers,” say the founders. “With this collection, gamers finally get their own clothing tailored to their passion!”

 

The product launch will take place via Kickstarter on the 5th of August!

Until launch, Gamers can unlock MVP status for only a €/$1 donation. This grants up to 35% discount during the campaign — plus a free nickname print on their apparel.

The post eWear launches aim.one – the world’s first functional gaming wear for esports athletes and gaming-fans appeared first on European Gaming Industry News.

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Stake strikes international esports partnership with Team Vitality

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  • Team Vitality is proud to unveil a landmark multi-year partnership with Stake, the world’s leading online casino and sportsbook platform, in a major seven-figure agreement.

  • As the official international betting partner of Team Vitality’s Counter-Strike 2 roster, Stake will benefit from a comprehensive activation plan: prominent jersey placement, high-impact brand campaigns across social media, innovative content production, and exclusive access to players.

  • Unveiled at IEM Cologne 2025, one of the most prestigious events on the Counter-Strike calendar, the partnership marks a new chapter in Stake’s ongoing expansion into esports. It also highlights the increasing appeal of the industry to global brands seeking visibility, high-value engagement, and premium positioning on the international stage.

Team Vitality today announces a major multi-year agreement with Stake, a global leader in the betting and gaming sector. Through this partnership, Stake becomes the official international partner of Team Vitality’s CS2 team, with the ambition of establishing a strong presence in the esports ecosystem. The two organisations will collaborate on exclusive content and bold creative activations. First stop: IEM Cologne, where the team will debut its new jersey featuring Stake’s branding at one of the most iconic events in competitive Counter-Strike.

With this collaboration, Team Vitality joins the ranks of established global sports such as Formula 1, MMA, and football, solidifying its place in the mainstream sports landscape and taking another step forward in the global recognition of esports.

 

STAKE JOINS FORCES WITH THE BEST TEAM IN THE WORLD

This alliance comes at a landmark moment for Team Vitality’s Counter-Strike 2 roster, which has made history this year by winning multiple consecutive titles, including the prestigious ESL Grand Slam and Blast Austin Major last month. Recognised as a global powerhouse in the CS2 scene, the team embodies a culture of bold ambition, elite performance, and the thrill of competition – values shared by Stake. This partnership brings together two brands that place intensity and excellence at the core of their identity.

Stake will play a key role in supporting the CS2 roster throughout the world’s most prominent international competitions. First, the brand will be featured across Team Vitality CS’s digital platforms. Second, the two brands will co-create premium content activations and provide fans with exclusive player access year-round. Lastly, Stake’s logo will appear on the front and left collarbone of the team’s official jersey.

 

PARTNERSHIP KICKS OFF IN COLOGNE

As the reigning champions of last year’s tournament, Team Vitality is launching this partnership at a pivotal moment in the competitive calendar. IEM Cologne is one of the most iconic and widely followed tournaments on the Counter-Strike circuit, with the 2024 edition attracting over one million viewers – making it the second most-watched CS event of the year.

This event gathers a passionate global audience and provides a powerful platform to associate Stake with the highest level of competition and emotion. It is a strategic opportunity to activate the partnership during a peak moment of tension, spectacle, and performance – creating a strong, authentic connection between the brand, the team, and Vitality fans worldwide.

“This partnership with Stake is historic: not only for its scale but also for its symbolic value. It reflects the success of our ambition to establish Team Vitality as a leading global esports brand, alongside the biggest names in their respective industries. At a defining point in our Counter-Strike journey, this collaboration will allow us to create innovative experiences, offer exclusive content around our team, and support our CS2 roster as it reaches new competitive heights,” said Vas Roberts, co-CEO of Team Vitality.

“This partnership brings together two industry powerhouses: Stake, a global leader in betting and entertainment, and Team Vitality, the reigning CS2 world champions. This collaboration adds esports to our globally renowned portfolio of sports and entertainment partnerships, with Team Vitality representing exactly the caliber of world-class partner we seek as we enter the esports arena,” said Akhil Sarin, Chief Marketing Officer at Stake.

The post Stake strikes international esports partnership with Team Vitality appeared first on European Gaming Industry News.

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