Optus will become a major partner of Legacy Esports, the professional gaming team owned by the Adelaide Crows. Terms of the deal were not disclosed but the telco said it is a “long term” deal which will include branding rights and content creation.

Legacy Esports is a professional gaming organisation competing globally in six games including Fortnite, StarCraft II and League of Legends.

The organisation was acquired by the Adelaide Football Club in 2017 after a two year investigation by the Crows. The club saw the acquisition as a way of growing its fanbase and deepening engagement as fan behaviour shifted.

Speaking on the Optus deal this week, Crows chief operating officer, Nigel Smart, said “It is not just an important announcement for our organisation but also the industry more broadly in this country, and it will help to underpin the rapid growth of our esports activities.

“The fans will also be big winners as they will be brought closer to the team through fresh and innovative content and other exciting initiatives we will roll out in coming months.”

Optus eyes esports

For Optus, which is also the principal partner of the Crows’ football team, the esports deal is a way of adding to its content creation and streaming capabilities.

“We are excited to be adding this type of game changing content and entertainment into our partnership with the Adelaide Crows,” said Mel Hopkins, Optus’ head of marketing.

Hopkins added the close access to esports will be used to inform the development of the telco’s network, currently being upgraded for 5G.

“Our robust network will play a key role in facilitating the rapidly growing esports segment and as such, we look forward to working with Legacy Esports to provide gamers with the ecosystem they need to play online successfully.”

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