Marketing and events agency Bastion Live has announced it has secured student loan provider Study Loans as a major partner for its esports team Avant Gaming.
Study Loans will become a major partner of the team across all games and platforms, including the League of Legends outfit competing in the Oceanic Pro League, in addition to teams in CS:GO, Rocket League, Call of Duty, PUBG, and some of the leading gaming streamers across the region.
The deal will see Study Loans branding on all Avant Gaming team apparel, and the creation of significant team and game-related content and campaigns to feed into the esports community.
Basdtion Live CEO Ben Sellenger said: “With actual numbers of participants in Australia for individual games such as League of Legends, CS:GO and PUBG dwarfing most traditional sports and endeavours, and engagement levels off the charts through esports participants both actively competing and passively watching on a daily basis, it is no surprise that as brands start to better understand the extreme reach and power of this platform, they are looking to partner with leading esports teams and platforms.
“We could not be happier to be working with such a progressive and forward-thinking brand as Study Loans, providing them access to the perfect Millennial audience which would otherwise be largely beyond their reach.”
Study Loans co-founder and CEO Brett Shanley said: “The people watching and playing esports are a completely different demographic and don’t consume traditional media.
“They’re not watching TV, reading newspapers, and use various ad-blocking services, so how are you supposed to market to them?
“We partner with institutions like General Assembly that offer courses like gaming design, UX and UI and coding, and the people interested in these qualifications are the very ones that follow esports.
“We hope, by sponsoring Avant Gaming, we’ll be able to tap into that community.