Wednesday, 19 June 2019 18:46

Optus, Adelaide Crows agree long-term esports deal


Australia’s second largest telco Optus has further strengthened its ties with AFL club Adelaide Crows, agreeing to a long-term partnership with the club’s esports operations.

The deal sees Optus become a major partner of Legacy Esports, with branding prominently displayed on the professional gaming team’s jersey and support for the creation of “unique and engaging content” for the franchise’s digital platform.

The Adelaide Football Club, which acquired Legacy Esports in 2017, says the operation is an established and successful esports organisation – with teams currently participating across six different games, including Fortnite, StarCraft II and the “hugely popular League of Legends”, and with the Oceanic Pro League kicking off spilt two for 2019 this month.

Crows chief operating officer Nigel Smart, who oversees the esports operations, described the announcement as a significant partnership for Legacy Esports.

“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," he said.

“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.

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

“The partnership will provide us with an opportunity to better understand the requirements of gamers as we develop Optus’ future network.

“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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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).



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