SPORTFIVE has established an international esports operation, naming Eike Gyllensvärd as its Executive Vice-President of Global Esports Partnerships.
Gyllensvärd, who has been with the company for 18 years, will take the reins on sponsorship sales to help nurture relations with rights-holders beside newly named Vice-President of Global Esports, Moritz Altmann.
SPORTFIVE stated that he has “played a significant role in the development of the agency’s sales capabilities in Germany as well as globally. In his previous roles, Gyllensvärd acted as the driving force to establish one of the best partnership sales units within the traditional sport business. He will now utilise his vast experience to help develop the esports partnership sales business at Sportfive even further.”
SPORTFIVE also has plans to extend its esports consulting and activation capabilities globally.
The agency added: “The agency’s latest success stories such as the advisory, sales and activation for KitKat and Warner in the LEC, the partnerships of esports team T1 with Nike and BMW as well as the collaboration of Joop! with SK Gaming and Levi’s with the Prime League underline the global scale of esports and the global capabilities of Sportfive.”
Robert Müller von Vultejus, Chief Growth Officer at SPORTFIVE, said: “I am excited to see that our decision to invest into esports in 2016 was the beginning of a capability and service offering of Sportfive that now reaches the next milestone. The appointment of Eike Gyllensvärd, who is one of our longstanding executives in sales and the driving force behind our strategic account management efforts in traditional sports, outlines our commitment and vision for the future of Sportfive.”
“By combining the skills of both Gyllensvärd and Altmann, SPORTFIVE hopes to establish the company as a leading agency in esports. Expanding globally is a huge undertaking, but with the mix of partnership sales experience and extensive esports knowledge, it has the strength to solidify its spot as a top international agency.“