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Twickenham Stadium presents esports entrepreneur at IBTM World

Wednesday, November 20, 2019 - 09:30

On Tuesday, Twickenham Stadium introduced a specialist session, on the growth of esports within the event industry, at this year’s IBTM. Kieran Holmes-Darby, CEO Excel Esports, one of the leading UK teams in the world of esports, spoke on how brands can work best with esports companies and within the wider esports & gaming industries.

The international rugby stadium, and home of England Rugby, has been taking the lead on the subject within the UK and developed a partnership with Excel Esports, who are now based at Twickenham Stadium. The venue is keen to support the industry to better engage with the global esports market and presented Kieran’s address on day one of IBTM World.

“The global esports market went past $1bn dollars* last year and roughly 84% of it comes from brands and brand activations,” commented Kieran. “We work with a lot of brands at the moment, all of them looking to tap into this marketplace, some of them are brilliant, some of them not quite so. Through this session we aimed to explain the sector a little better, and some of the ways brands can engage with it.”

“It’s no secret that esports is a massive industry and is already working closely with venues for live events and exhibitions. However, there is a long tail of business events that are also associated with it, and that is where we see the wider opportunity,” commented Nils Braude, managing director, Twickenham Stadium. “We asked Kieran to come along to IBTM World and share his own thoughts on how brands can make the most of this opportunity.”

*Source: Newzoo, Global Esports & Gaming Trends Report 2019