Australian esports organization, The Chiefs Esports Club, announces a partnership with Westfield, a shopping center company.
The Chiefs Esports Club was founded in August 2014 by the top League of Legends team members in Australia. Since its inception, The Chiefs have established competitive teams in several titles such as League of Legends and VALORANT. Westfield is another addition to the esports organization’s portfolio, which contains the likes of OPTUS, MARVEL, and HyperX.
The partnership between The Chiefs Esports Club and Westfield will see the two collaborate on various activities across the region in Westfield Living Centers. Some include esports workshops from The Chief’s players and content creators.
“For many, it will be an opportunity to get a first taste of esports as well as allow existing gamers to develop their skills. Together we will be able to engage new and longtime gamers and fans in a new way–and we’re proud to have penned this partnership,” commented Nick Bobir, CEO of The Chiefs.
In addition, the deal includes the opening of permanent gaming facilities within various locations, and the Westfield logo will appear on The Chief’s jerseys.
For Westfield, this is their first experience partnering with an esports organization. However, the concept of shopping centers as venues for esports-related activities has been applied in other countries and has seen great success and popularity in recent years.
The partnership between The Chiefs Esports Club and Westfield will help promote esports and gaming to not only gaming enthusiasts but also mainstream society, which is a progressive step for esports and gaming in Australia.
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