January 13, 2021 eSports, Technology, Online, Land-Based

HyperX, Allied Esports renew naming rights agreement at Luxor Las Vegas

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Esports venue and production facility has hosted 500 events since opening in 2018.

HyperX and Allied Esports on Wednesday said they have renewed their exclusive naming rights agreement for Allied Esports’ global flagship property, HyperX Esports Arena Las Vegas, located at the Luxor Hotel & Casino.

HyperX is the gaming division of Kingston Technology, Inc. Allied Esports is a global esports entertainment company and a subsidiary of Allied Esports Entertainment, Inc.

The multiyear agreement was announced at Consumer Electronics Show 2021, which was virtual this year due to pandemic travel restrictions.

Under the deal, terms of which were not disclosed, HyperX will continue to receive prominent branding and signage inside and outside the venue, as well as across all arena promotions, content and social media platforms.

HyperX and Allied Esports said they will continue to partner on co-branded experiences and events at the arena.

HyperX Esports Arena Las Vegas opened in March 2018. It serves as an esports venue and a production facility and has hosted more than 500 events, including weekly tournaments and broadcasts such as “Frags featuring Fortnite” and “Saturday Night Speedway,” in which players compete at Mario Kart 8.

The arena hosted more than 300,000 visitors in 2019, the two companies said.

“HyperX is excited to retain the naming rights sponsorship of the HyperX Esports Arena Las Vegas as a sign of our commitment and dedication to esports and the gaming community,” Daniel Kelley, director of marketing for HyperX, said in a statement. “Allied Esports is a key partner for us, proving their ability to be a best-in-class esports destination, and we look forward to continued success with them.”

Jud Hannigan, CEO of Allied Esports added, “HyperX has been an incredible naming rights partner for our flagship property, bringing authenticity and credibility to the most recognized esports venue and production facility in the world.”

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