Guild Esports locks in partnership with Inspecs Ltd.

UK esports organisation Guild Esports has announced a partnership with eyewear designer and manufacturer Inspecs Ltd.

As a result of the deal, the manufacturer’s REGEN brand will become the organisation’s official eyewear partner.

As the eyewear partner of Guild Esports, the two companies will collaborate on a range of activations that will see REGEN products featured in social media content and videos that go behind the scenes of its esports rosters. The exact terms of the deal were not disclosed due to ‘commercial confidentiality’ but a release does reveal the contract value is payable in cash.

In addition to Inspecs Ltd’s brand featuring across a range of promotional initiatives, the REGEN logo will also appear on Guild Esports jerseys starting with its Apex Legends roster which is competing at the Esports World Cup in Riyadh, Saudi Arabia.

Inspecs Ltd. partnering with Guild Esports continues the trend of eyewear brands and retailers entering the esports industry. In recent months, Zenni has partnered with the likes of fighting game event Evo and tournament organiser ESL FACEIT Group.

For Guild Esports, signing a new partner comes at a turbulent time for the organisation. In August, it revealed it is exploring various financial solutions after a strategic review of the company showed it had little cash left.

Jasmine Skee, CEO of Guild Esports, spoke on the Inspecs Ltd. partnership: “Guild’s players need the best equipment if they are to compete at the highest levels of esports.

“By partnering with REGEN, not only are we bringing money in the door, but its glasses will also allow our players to compete at their best for longer. We’ll be cheering on our Apex Legends team at the EWC, with REGEN proudly on their jerseys.”