Brand Activation

Esports Arena’s Hyper Drive

By: Chris Pursell |

Allied Esports is taking its relationship with HyperX to the next level, locking in an exclusive naming rights partnership and multiyear agreement that will see Allied Esports’ flagship property, at the Luxor Hotel and Casino in Nevada, renamed as the HyperX Esports Arena Las Vegas.

“HyperX and Allied Esports share a strategy centered on a ‘We’re All Gamers’ mindset, and with this first-of-its-kind partnership, we can accelerate opportunities to engage fans and create influential content,” said Simon Temperley, Allied Esports Chief Revenue and Marketing Officer. “This dynamic relationship is a direct result of Allied customers’ excitement to use the best gaming equipment on the market and HyperX’s belief in our vision for content creation.”

 The partnership will see the a slate of co-branded experiences and events, including unique opportunities with HyperX’s personalities, esports athletes and influencers; co-branded content and collateral in-venue, online and on social platforms; marketing, promotion and product activations; and a retail presence in Las Vegas. HyperX Esports Arena Las Vegas branding will be integrated across all social media platforms starting today.

“HyperX’s commitment and dedication to all things esports has helped to propel the brand to become a favorite for professional and casual gamers, and attaining the naming rights for HyperX Esports Arena Las Vegas allows us a great opportunity to grow our audience,” said Daniel Kelley, director of marketing, HyperX. “Allied Esports is a respected esports partner for us and we look forward to announcing more successes with them.” 

As part of the partnership, HyperX will be sponsoring events at HyperX Esports Arena Las Vegas. From January 9-12 during CES 2019, HyperX is planning a variety of social and marketing activities that will include the newly announced HyperX Esports Arena Las Vegas. More information on the 2019 CES activations and other HyperX-sponsored events currently in the planning stages will be available closer to the event dates.

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