HyperX-Allied Esports naming rights deal


Las Vegas Esports Arena naming rights Image: MJR Group Ltd./Coliseum

Gaming products manufacturer HyperX has struck a deal with Allied Esports through which the former has renewed an agreement for naming rights to Esports Arena Las Vegas (US).

The new multiyear deal will grant HyperX continued branding and signage inside and outside of the venue, which is located at the Luxor Hotel and Casino on the Las Vegas Strip.

California-headquartered HyperX is a gaming gear brand committed to making sure every gamer feels they are included. No matter who you are, or what you play.

California-based Allied Esports is a premier esports entertainment company with a global network of dedicated esports properties and content production facilities.

Esports Arena Las Vegas (US) is a 30,000 square foot multilevel arena inside the Luxor that includes a competition stage, 50 foot LED video wall, and is considered to be a gamers’ paradise.

As part of the deal, HyperX will also receive exposure across all arena promotions, content and social media platforms. HyperX and Allied Esports will continue to work together on a range of co-branded experiences and events at the arena, with a focus to be placed on growing their respective gaming and esports communities.

HyperX acquired naming rights to the arena back in November 2018 as part of a deal with Allied Esports, which operates the venue. HyperX is the gaming division of Kingston Technology Company, Inc.

HyperX also serves as the official peripheral partner of the arena and will continue to provide gaming headsets, keyboards, mice and mouse pads, and USB microphones for esports tournaments, special events and daily play.

Remarked Jud Hannigan, Chief Executive, Allied Esports, “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. We are thrilled to extend this landmark alliance as we work together to continue delivering exciting experiences and content for customers and partners alike.”

Daniel Kelley, Director, Marketing, HyperX, added, “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. 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.”

Since opening in March 2018, HyperX Esports Arena Las Vegas has hosted more than 500 events, including major competitions such as League of Legends All-Star and Capcom Cup. The arena welcomed more than 300,000 visitors in 2019.

This flagship venue features a state-of-the-art gaming and broadcast center that will thrill both amateur and professional gamers looking for world class competition or high-tech nightlife.

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