Guild Esports shares jump 22% on Coca-Cola sponsorship deal

Guild Esports (GILD) has agreed a milestone one-year global sponsorship deal with the Coca-Cola Company. The soft drinks giant is the sixth sponsor signed by Guild and will be the company’s “Official Soft Drinks & Hydration Partner” effective immediately.

Guild Esports is the first ever European esports organisation to sign a sponsorship deal with Coca-Cola. The total contract value is payable in cash, but the amount was kept confidential.

Kal Hourd, CEO, commented: “Guild is signing up some of the world’s most respected brands and we are very proud to welcome Coca-Cola as a sponsor and partner. They want to collaborate with Guild because we deliver great entertainment and memorable experiences for a millennial, hard-to-reach audience in one of the fastest growing segments of the sports entertainment industry.”

Markets cheered the news, sending GILD shares soaring 22.73% this morning.