Guild Esports – the organisation co-owned by David Beckham – has announced a new strategic partnership with League of Ireland Premier Division side Finn Harps.
The Harps have played in Ireland’s top division for six years since promotion from the second tier. They last won the First Division in 2004.
The club’s greatest period of success came in the 1970s, when they won the FAI Cup in 1974 and appeared in the UEFA Cup first round on three occasions.
They are also one of the lowest rated teams ever to appear in the EA SPORTS FIFA game series. The Harps were given an overall team rating of 58 in FIFA 21, with the highest player rating of 61 shared between midfielder Mark Coyle and defender Kosovar Sadiki.
Guild have today announced a new partnership with the Irish club that will see Finn Harps working with the esports organisation to encourage Irish FIFA gaming talent to join Guild’s esports academy.
In addition, Guild branding will also feature on both Harps’ first and second replica kits, as well as on the new FIFA 22 game.
Guild also say that there will be a series of fan-led activations as a result of the new partnership, featuring Harps players and club staff and Guild athletes.
Chief Commercial Officer at Guild Esports, Michelle Tierney, said: “We’re immensely proud of this unique partnership. and the opportunities it will offer for both Guild and Harps to create impact in Ireland’s growing esports scene.
“Harps have built a truly amazing reputation and following as everyone’s second favourite team on EA SPORTS FIFA, and we want to use this partnership to expand that reputation even further, and to position Guild as everyone’s favourite esports team!”
Marketing Officer at Finn Harps, Adam Campbell, said: “The team at Guild impressed us from day one with their mission and drive to offer something new to esports, so we are really looking forward to working with them to develop the many exciting ideas we have planned.
“We’ve had alternative offers for shirt sponsorship, but we felt this represented an unprecedented opportunity to create initiatives that will engage a younger audience with the League of Ireland.”
Featured Image Credit: Guild Esports
