PartyCasino.Fun of GVC Holdings has entered into a sponsorship and partnership agreement with Enthusiast Gaming Holdings, together with its Luminosity Gaming division of sports.
Earlier this year, Canadian digital media enthusiasts completed a merger with Aquilini GameCo and Luminosity as all parties aimed to become a world leader in sports and gaming.
Through the PartyCasino. Fun agreement, which has no real money involvement and was launched as a sister brand to the PartyCasino entity of GVC earlier this year, it strives to engage with gamers and the wider community of sports.
PartyCasino. Fun is to see its logo appear on Luminosity Gaming jerseys, which will be available in live streams and televised events as well as in the online store.
In addition, the “play for fun solution will also fund the 19 + gaming lounge at the Enthusiast Gaming Live Expo, which will run in Toronto from October 18-20.
Menashe Kestenbaum, president of Enthusiast Gaming, said of the new agreement: “The partnership with PartyCasino.Fun is exciting for us and validates the size and scale of our combined media and gaming platform.
“We used the sales and marketing expertise of our newly formed direct sales team, to create a unique, customised marketing strategy for PartyCasino.Fun to reach their media and sponsorship goals.
“It is encouraging to see our sales force already delivering value and driving revenue. We look forward to partnering with PartyCasino.Fun, and working closely with their team.”
The partnership seeks to open a new Enthusiast Gaming audience category as well as push PartyCasino.Fun awareness across the Canadian market.
“We are excited to have the chance to partner up with the largest gaming and esports organisation in Canada,” added Alessandro De Stasio, head of marketing of PartyCasino.Fun.
“We are sure that the combination with our audiences will untap new marketing opportunities whether it comes to reach, events and/or activations.”