North American organisation Misfits Gaming Group has awarded Playwire the rights to represent it throughout 2020.

The expanded partnership will see Playwire provide “access to previously unreachable brands and media agencies.”

Misfits Gaming Group Playwire
Photo credit: Riot Games

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Playwire will also manage all media agency sales for Misfits Gaming Group for the remainder of the year, leveraging the company’s “content and team sponsorships” with Playwire’s “diverse portfolio of gaming and esports media.”

Anthony Alexander, EVP of Global Sales for Playwire, spoke on the deal: “Misfits Gaming is incredibly unique because they are one of only a handful of esports organizations globally that has a team in the three major esports franchise leagues, plus Fortnite. We are always looking to create additional value for our partners and create more meaningful relationships between brands and the community.

“Misfits gives us the ability to help our advertising partners across a diverse set of target audiences. Working with a well-respected partner like Misfits can even help to drive incremental value for our exclusive network of online publishers through social amplification and content distribution.”

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Playwire worked with Misfits Gaming Group in 2019 to establish partnerships with both Alienware and Milk It!. The organisation has also forged deals with Matrix Keyboards, SoFi, and Softgiving in recent months.

Ben Spoont, CEO and Co-founder of Misfits Gaming Group, also commented: “We’re thrilled to expand our partnership with Playwire across all our teams at Misfits Gaming Group. Playwire have been a valuable extension of our sponsorship efforts, helping us to find partners looking for tailored campaigns that will resonate with our diverse and engaged community.”

Esports Insider: The partnerships to come from this partnership so far have been interesting so we’re intrigued to see what else comes from the deal throughout the year. Misfits Gaming Group’s ownership in Overwatch League and Call of Duty League franchises, as well as its spot in the LEC, make for a strong offering when it comes to potentially bringing in new partners.

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