January was a busy month for sponsorships and partnerships in esports: G2 x adidas; the LEC and four new partners; Na’Vi and Raid: Shadow Legends, plus many, many more.
Each month, Esports Insider compiles the most notable deals worldwide into a single article. To read more about a specific story, simply click the corresponding link!
January highlight: Last month, ESI hosted a masterclass from data platform GEEIQ, on what prospective brands must consider when picking an esports partner:
GEEIQ: Key considerations for brands when picking an esports partner
![GEEIQ team](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/JBCH-GEEIQ-e1611936811607.png)
Esports partnerships and sponsorships: January 2021
G2 Esports announces major adidas partnership
![](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/Screenshot-2021-01-14-at-18.40.09-e1610649671678.png)
OverActive Media strikes multi-year agreement with EPOS
![](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/OAM-key-art-e1610621114927.jpg)
LEC names KitKat main partner for 2021, renews KIA deal, names GrubHub as presenting partner, and Trovo as official broadcast partner
![](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/ArticleHeader_Kia.jpg)
Natus Vincere joins forces with RAID: Shadow Legends
![](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/csgo_team_logos-1.jpg)
Astralis launches initiative with Universal Music Group
![Astralis To The Stars](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/Thumbnail_1920x1080_v001-e1611063910111.jpg)
Guild Esports signs two-year deal with HyperX
![](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/Guild-x-HyperX-Image.png)
Rocket League unveils ESPN collaboration at X Games Aspen 2021
![](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/xgames_keyart.jpg)
Team Liquid extends long-term partnership with Alienware
![Team Liquid Alienware 10 year partnership Liquid+](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/ESI-TL-AW-10png.png)
For your weekly esports industry round-up, listen to the ESI Digest — wherever you get your podcasts. You can also watch the Digest on YouTube:
Moonton unveils partners of M2 World Championship, adds Razer
![M2 World Championship 2021 Partners](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/M2-World-Championship-2021-Partners.jpg)
Team Vitality announces Garmin, Incept, ALDI France partnerships
![](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/TW_NEW-PARTNERSHIP-ALDI-768x432.jpg)
ESIC names Esports Charts data partner, partners with Relog Media for CS:GO events
![Esports Charts Esports Integrity Commission](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/ESIC-x-Esports-Charts.jpg)
ESL partners with Blizzard to operate Hearthstone esports
![ESL](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/02/ESL-Hearth.jpg)
KitKat partners with CBLoL, Vodafone Giants, LEC
![](https://oddslifenetstorage.blob.core.windows.net/esportsinsider/2021/01/Kitkat-LEC.png)
Read the original post: Key esports sponsorships and partnerships, January 2021
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