Comcast Gears Up for eSports

Lends Xfinity brand to ESL, Evil Geniuses under sponsorship deal 
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Comcast said it is entering the eSports fray with Xfinity brand sponsorship agreements with eSports giant ESL and eSports organization Evil Geniuses (EG).

Under the agreements Xfinity will have brand opportunities at industry broadcasts, tournaments and events, and will also equip EG’s training facilities with Gigabit Pro, the MSO’s fiber-based 2-Gbps symmetrical broadband services, and X1, Comcast’s flagship video platform.

As an official ESL partner, the Xfinity brand will also be integrated in Thursday’s Halo Championship Series: Pro League Season 1, and this weekend’s Heroes of the Storm Live Finals in Los Angeles. 

Additionally, EG training facilities in Alameda, Calif., and Bloomington, Ill., will be installed with Xfinity products, and branding will also appear on team jerseys, in social channels, during live streams and across all player appearances, Comcast said.

“eSports is the competitive playing field for the digital age and we’re proud to align our brand with an industry and a team that is so steeped in technology,” Todd Arata, vice president of brand marketing at Comcast, said in a statement. “Broadband and video innovations have made esports more popular and more accessible than ever.  We’ll work closely with ESL and Evil Geniuses to put fans even closer to the action through our Xfinity products and services.”

"We've come a long way from playing on spare CRT monitors," added Clinton Loomis, player for Evil Geniuses' Dota team. "I started playing on dial up, so as far as sponsor perks go, having Xfinity multi-gigabit Internet speeds at our gaming house seems pretty surreal. I'm looking forward to using it and seeing what the buzz is all about."

Among other recent activity in this sector, launched a site covering the world of competitive online video gaming, and Turner sports debuted an eSports show, the ELeague, on May 24.