Forex and commodities broker HotForex has signed a one-year title sponsorship deal with Santos e-Sports, the official esports division of Brazilian football club Santos.
The deal means the team will be named Santos HotForex e-Sports and will display a dedicated combined logo in all the team’s upcoming tournaments.
The agreement was brokered by the London-based SportQuake agency, which specialises in placing betting, trading and new economy brands with sports properties.
According to Matt House, the agency’s founder and chief executive, the move is the brand’s first esports-related deal, but one where the Santos football club association was key.
He told SportBusiness: “Football is now in a new era where tech, media, gaming, music, fashion (and football) are coming together to create an exciting new global entertainment business.”
George Koumantaris, chief executive of HotForex, said there were also parallels between trading and the world of esports: “We look forward to exploring how realistic goal setting, effective emotional control and the right mindset can help players both on the field and in the market,” he said.
Santos e-Sports launched in March 2018 and has teams in Counter-Strike: Global Offensive and League of Legends. HotForex is the brand name of HF Markets Group and serves more than 2,000,000 live accounts.