The Overwatch League (OWL) today named Xfinity as its official preferred internet service provider and presenting partner of English-language online play.
Financial terms were not revealed but the sides did say the partnership is for two years. This is a new sponsorship category for OWL.
GMR Marketing is Xfinity’s sports marketing agency and advised on the deal.
The Comcast-owned brand first dabbled in OWL sponsorship last year when it was the presenting partner of the league’s playoffs and Grand Finals in Philadelphia. Now, Xfinity will get assets related to digital signage and content on top of other activations. The Xfinity X1 platform will also now have OWL content including the “In Case You Missed It” highlight series.
All 20 OWL teams are now competing in online-only events across the world after the league canceled in-person events for the rest of the regular season amid the coronavirus pandemic.
Comcast VP/brand partnerships Matt Lederer wrote in a prepared statement, “Fast and reliable internet is essential for the best online gaming experience and our continued partnership with Overwatch League gives us the opportunity to showcase how Xfinity xFi delivers the most reliable and fastest speeds built for gamers. We’re excited to develop content and create viewing experiences that Overwatch League fans and Xfinity customers can’t get anywhere else.”
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