HyperX, the gaming division of Kingston Technology Company, Inc. and Allied Esports, a global esports entertainment company, today announced an exclusive naming rights partnership and multiyear agreement under which Allied Esports’ global flagship property, located at the Luxor Hotel & Casino, was newly named the HyperX Esports Arena Las Vegas, the first dedicated esports venue on the Las Vegas Strip.
“HyperX and Allied Esports share a strategy centered on a ‘We’re All Gamers’ mindset, and with this first-of-its-kind partnership we can accelerate opportunities to engage fans and create influential content,” said Simon Temperley, Allied Esports Chief Revenue and Marketing Officer. “This dynamic relationship is a direct result of Allied customers’ excitement to use the best gaming equipment on the market and HyperX’s belief in our vision for content creation.”
The partnership is comprised of co-branded experiences and events, including unique opportunities with HyperX’s personalities, esports athletes and influencers; co-branded content and collateral in-venue, online and on social platforms; marketing, promotion and product activations; and a prominent retail presence in Las Vegas. The HyperX Esports Arena Las Vegas branding will be integrated across all social media platforms starting today.
“HyperX’s commitment and dedication to all things esports has helped to propel the brand to become a favorite for professional and casual gamers. Attaining the naming rights for HyperX Esports Arena Las Vegas allows us a great opportunity to grow our audience,” said Daniel Kelley, director of marketing, HyperX. “Allied Esports is a respected esports partner for us and we look forward to announcing more successes with them.”
The new deal expands on an already robust partnership between Allied Esports and HyperX. Earlier this year, HyperX became the Official Peripheral and Arena Partner of the Las Vegas arena, equipping gamers with HyperX headsets, keyboards, mice and mouse pads for esports tournaments, special events and daily play.
HyperX was also an Official Partner of Allied Esports’ North American mobile esports truck this summer with stops at various events, including the 2018 Electronic Entertainment Expo (E3) in Los Angeles, VidCon 2018 in Anaheim, and Comic-Con 2018 in San Diego.
The new HyperX Esports Arena Las Vegas opened in March 2018 and has quickly become a global destination for esports fans, players and streamers, and teams. The venue has staged some of the most popular esports entertainment events and productions of the year across a variety of game genres and titles, including Ninja Vegas ’18, starring streaming sensation Tyler “Ninja” Blevins, and recently announced two more major events in December: League of Legends All-Star 2018 (Dec. 6-8) and Capcom Cup 2018 (Dec. 14-16). The arena’s nightly tournaments, including Friday Frags and Saturday Night Speedway, have become the epicenter of Las Vegas’ growing competitive video gaming scene. HyperX Esports Arena Las Vegas was recently named Venue of the Year at the 2018 Tempest Awards, a part of the Esports Business Summit.