Esports entertainment firm Allied Esports and HyperX have signed a naming rights partnership and multiyear agreement with the first dedicated esports venue on the Las Vegas Strip.

The newly named HyperX Esports Arena Las Vegas is Allied Esports’ flagship property, located at the Luxor Hotel and Casino. HyperX is the gaming division of Kingston Technology Company, Inc.

“HyperX and Allied Esports share a strategy centred on a ‘We’re All Gamers’ mindset, and with this first-of-its-kind partnership, we can accelerate opportunities to engage fans and create influential content,” said Simon Temperley, Allied Esports chief revenue and marketing officer.

“This dynamic relationship is a direct result of Allied customers’ excitement to use the best gaming equipment on the market and HyperX’s belief in our vision for content creation.”

The new deal expands on a partnership between Allied Esports and HyperX. The new deal is comprised of co-branded experiences and events, including opportunities with HyperX’s personalities, esports athletes and influencers; co-branded content and collateral in-venue, online and on social platforms; marketing, promotion and product activations; and a prominent retail presence in Las Vegas. HyperX Esports Arena Las Vegas branding will be integrated across all social media platforms immediately.

“HyperX’s commitment and dedication to all things esports has helped to propel the brand to become a favorite for professional and casual gamers, and attaining the naming rights for HyperX Esports Arena Las Vegas allows us a great opportunity to grow our audience,” said Daniel Kelley, director of marketing, HyperX. “Allied Esports is a respected esports partner for us and we look forward to announcing more successes with them.”

The new HyperX Esports Arena Las Vegas opened in March 2018 and has become a global destination for esports fans, players, streamers, and teams. The venue has staged some of the most popular esports entertainment events and productions of the year across a variety of game genres and titles.

Earlier this year, HyperX became the official peripheral and arena partner of the Las Vegas arena, equipping gamers with HyperX headsets, keyboards, mouse pads for esports tournaments, special events and daily play.

Image: Allied Esports