Online gaming operator Stake has become the betting partner for the English broadcast of a key Grid esports event.
The brand’s partnership with the Champion of Champions Tour (CCT) marks its first move into competitive gaming.
The deal will allow Stake to engage the global esports audience, providing content and activations across various events throughout the tour.
Akhil Sarin, chief marketing officer at Stake, said the CCT is the “perfect stage” for the company's expansion into esports.
“Esports is a key area of growth for our business, and aligning with a tournament that shares our values of innovation, operational excellence and passion for competitive gaming is truly exciting,” Sarin added.
“This collaboration will allow us to engage with a dynamic, tech-savvy audience, while also supporting the growth of the global esports ecosystem. We look forward to bringing exclusive content that enhances the experience for fans and players alike, marking the beginning of an exciting journey into this progressive and rapidly expanding industry."
Mikael Westerling, chief sales officer at Grid, said: “Stake's reputation for innovation, support of traditional sports and entertainment makes them a perfect partner for the CCT.
“Together, we look forward to elevating the tournament experience for players, fans and the entire esports community."
