HyperX Attains Naming Rights to Esports Arena at Luxor

By ALAN SNEL

LVSportsBiz.com

 

The esports arena at the Luxor hotel-casino has a new name under a naming rights deal just announced — it’s the HyperX Esports Arena Las Vegas.

 

Allied Esports, the esports entertainment company, announced the multi-year naming rights partnership with HyperX,, the gaming division of Kingston Technology Company, Inc. for Allied Esports’ flagship property at the Luxor. To find out more about Kingston Technology, click here.

 

Nehme E. Abouzeid, former Vegas Golden Knights chief marketing officer and now president of a consultancy firm, said the sponsorship deal made sense and seemed like a “great deal” for both HyperX and Allied.

 

“eSports is growing fast. It makes sense that the first big naming rights deal goes to an endemic sponsor that makes products serving the gamers and fans coming through the building,” said Abouzeid, president of LaunchVegas LLC, which helps brands launch and scale in destination markets and casino-backed environments.

 

Here’s the prepared statement in the press release: “HyperX and Allied Esports share a strategy centered 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.”

 

And here’s the HyperX statement: “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 for HyperX. “Allied Esports is a respected esports partner for us and we look forward to announcing more successes with them.”

 

Expect lots of co-branding at the esports arena between HyperX and Allies with HyperX’s personalities, esports athletes and influencers; content and collateral in-venue, online and on social platforms; marketing, promotion and product activations; and, of course, retail opportunities in Las Vegas.

 

 

The naming rights deal expands on a current partnership between Allied Esports and HyperX. Earlier this year, HyperX became the Official Peripheral and Arena Partner of the Las Vegas arena, equipping gamers with HyperX headsets, keyboards, mice and mouse pads for esports tournaments, special events and daily play.

 

And HyperX was also an Official Partner of Allied Esports’ North American mobile esports truck this summer with stops at various events, including the 2018 Electronic Entertainment Expo (E3) in Los Angeles, VidCon 2018 in Anaheim, and Comic-Con 2018 in San Diego.

 

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The new HyperX Esports Arena Las Vegas, which opened in March 2018 and has become a destination for esports fans, players, streamers, and teams, has staged some of the most popular esports entertainment events and productions such as Ninja Vegas ’18, starring streamer Tyler “Ninja” Blevins.

 

There are also two more major events in December: League of Legends All-Star 2018 (December 6-8) and Capcom Cup 2018 (December 14-16). The arena’s nightly tournaments, including Friday Frags and Saturday Night Speedway, have become an attraction for Las Vegas’ growing competitive video gaming scene. HyperX Esports Arena Las Vegas was recently named Venue of the Year at the 2018 Tempest Awards, a part of the Esports Business Summit.

 

And CES 2019 in Las Vegas, the popular consumer electronics show, will include the esports arena, too.  HyperX will be sponsoring events at HyperX Esports Arena Las Vegas. From Jan. 9-12 during CES 2019, HyperX is planning a variety of social and marketing activities at the venue. More information on the 2019 CES activations and other HyperX-sponsored events currently in the planning stages will be available closer to the event dates.

 

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