The Global Esports Federation has announced a strategic partnership with Japanese international advertising company Dentsu.
The alliance was made in an effort to “promote the global development and growth of esports,” according to a release.
The partnership will result in the development of marketing programs and esports events. In collaboration with the Japan esports Union (JeSU), Dentsu will work with game publishers, commercial partners, and international organisations to “elevate the credibility, legitimacy, and prestige for esports.”
The federation has announced a slew of deals in the past couple of months, establishing a strategic partnership with Organización Deportiva Suramericana (ODESUR) for South America, the Commonwealth Games Federation, and both the World Taekwondo and the International Tennis Federation.