If you want to estimate the reach of Esports extending global boundaries there can’t be greater example than “Galaxy Racer” which is a Dubai based Esports organization as they are all set to become sponsor of Canadian national cricket team at ICC Men’s T20 World Cup qualifier.
Dubai-based esports organization @GalaxyRacerDxb has become the “Leading Arm” sponsor of the Canadian men’s national cricket team at the ICC Men’s T20 World Cup Qualifier.
— Cricket Canada (@canadiancricket) February 15, 2022
This new partnership will see Galaxy Racer’s logo appear on team’s official competition jersey as well as warm-up kits throughout the qualifier.
They will be competing in one of the qualifiers which will be held on 18th February, and doing well in these two qualifiers will earn a spot for them in ICC Men’s T20 World Cup 2022.
“We are excited to partner with Cricket Canada, as we continue our convergence with esports, gaming and traditional sports, which is part of our bigger initiative where we are partnering with major sports properties globally and we are excited to introduce a new set of young audience to the world of cricket”.
“We believe that the convergence of traditional sports with the esports and gaming audience is imperative and we will be assisting Cricket Canada to accelerate the cross-pollination with the younger generation. All the best to Cricket Canada in the upcoming ICC World Cup. As the esports community would say, GLHF (Good Luck, Have Fun)!”added Paul Roy, Founder and CEO of Galaxy Racer.
They have already boosted their presence in South Asian market typically in Malayasian esports ecosystem where they have received projected investment of close to $10m.
However, this is not the first time any esports organiation have tied with traditional sports and the examples to support this statement is Envy gaming who became a sponsor of World Chase Tag team GNF.
“Our organisation welcomes the partnership with Galaxy Racer. Esports and gaming is a fast-growing industry in the North American market and particularly in Canada. Our players are avid gamers and compete almost daily in their free time on gaming consoles and platforms.
“This partnership is a natural fit for cricket and Cricket Canada. Cricket Canada hopes this engagement will be the seed for additional collaboration between esports and live sports in cricket.” Rashpal Bajwa, President of Cricket Canada stated.
Based on reports from different media outlets, expansion of Galaxy Racer didn’t show any sign as slowly and steadily they are venturing into new markets. It would be interesting to see if organisation reveals their deals with traditional sports.