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HyperX extends backing of Las Vegas esports arena

Gaming products manufacturer HyperX has renewed an agreement for naming rights to Esports Arena Las Vegas through a deal with Allied Esports.

The new multi-year deal will grant HyperX continued branding and signage inside and outside of the venue, which is located at the Luxor Hotel and Casino on the Las Vegas Strip.

HyperX will also receive exposure across all arena promotions, content and social media platforms. HyperX and Allied Esports will continue to work together on a range of co-branded experiences and events at the arena, with a focus to be placed on growing their respective gaming and esports communities.

HyperX acquired naming rights to the arena back in November 2018 as part of a deal with Allied Esports, which operates the venue. HyperX is the gaming division of Kingston Technology Company, Inc.

HyperX also serves as the official peripheral partner of the arena and will continue to provide gaming headsets, keyboards, mice and mouse pads, and USB microphones for esports tournaments, special events and daily play.

Jud Hannigan, chief executive of Allied Esports, said: “HyperX has been an incredible naming-rights partner for our flagship property, bringing 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.”

Daniel Kelley, director of marketing at HyperX, added: “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. Allied Esports is a key partner for us, proving their ability to be a best-in-class esports destination, and we look forward to continued success with them.”

Since opening in March 2018, HyperX Esports Arena Las Vegas has hosted more than 500 events, including major competitions such as League of Legends All-Star and Capcom Cup. The arena welcomed more than 300,000 visitors in 2019.

Image: Allied Esports