Esports

HyperX extends naming rights deal at Las Vegas esports arena

2 minutes read
Video gaming hardware developer HyperX has extended agreement with arena operator Allied Esports Entertainment, and will continue to hold naming rights for the venue in Las Vegas’ Luxor Hotel and Casino.

This means the venue will continue to operate under the name HyperX Esports Arena Las Vegas, at the MGM Resorts-owned casino.

HyperX branding will therefore continue to feature prominently at the property, and across all arena promotions, content and social media platforms.

HyperX and Allied Esports alsowork together on a range of co-branded experiences and events at the arena, with a focus on growing their gaming and esports communities.

In addition, HyperX will remain as the official peripheral partner of the arena and provide gaming headsets, keyboards, mice and mouse pads, and USB microphones for tournaments, special events and daily play.

Opened in March 2018, the venue has hosted more than 500 events, including the League of Legends All-Star and Capcom Cup, attended by visitors from around the world.

“HyperX is excited to retain the naming rights sponsorship of the HyperX Esports Arena Las Vegas as a sign of our commitment and dedication to esports and the gaming community,” the brand’s director of marketing Daniel Kelley said.

Allied Esports chief executive Jud Hannigan described HyperX as an “incredible” naming rights partner, which had brought authenticity and credibility to “the most recognised esports venue and production facility in the world”.

“We are thrilled to extend this landmark alliance as we work together to continue delivering exciting experiences and content for customers and partners alike,” Hannigan added.

In November, Allied Esports reported a year-on-year decline in revenue in its third quarter, while its net loss also increased during the period.

This was blamed on the cancellation or postponement of events at the Las Vegas arena and WPT events due to novel coronavirus (Covid-19).

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