Allied Esports has expanded its partnership with HyperX to cover its online tournaments.

Starting this week, Kingston Technology’s gaming brand will be the presenting sponsor of the Allied Esports Online Tournament.

Allied Esports Online Tournaments HyperX
Image credit: Allied Esports

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As part of the deal, HyperX will work alongside Allied Esports in an effort to grow the number of participants in its online tournaments. Social media will be a prominent fixture in such efforts, alongside “other marketing promotion” that hasn’t been disclosed at the time of writing.

Jud Hannigan, CEO of Allied Esports, spoke on the deal in a release: “The current landscape has required us to come together as a team, pivot quickly and lean on trusted partners. Our relationship with HyperX continues to grow and we’re fortunate to be able to work alongside them to enhance this experience for our existing community members and the fans we will engage for the first time through this new offering.”

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Allied Esports has been hosting weekly online tournaments as it pivots to work around the COVID-19, the ongoing pandemic that has affected much of the esports industry. The events will broadcast live on the Twitch channels of Allied Esports, HyperX, and HyperX Esports Arena Las Vegas.

Allied Esports has an ongoing working relationship with HyperX over the past couple of years, expanding it along the way. Starting with HyperX acquiring the naming rights to the Esports Arena in Las Vegas, it has since secured rights to Allied Esports’ esports trucks in both Europe and North America and esports studio in Hamburg, Germany.

Esports Insider says: It’s a tough time for many at the moment, and Allied Esports is definitely part of that considering almost all of its business hinges around physical presence at its venues. It’s good to see it pivot with online tournaments and for HyperX to extend its support to such an initiative.

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