Marketing and brand experience agency CSM has been named the sponsorship sales agency of record for North American esports organisation Evil Geniuses.

As result of the deal, CSM will assist the organisation in identifying, developing and securing commercial partnerships with high-profile brands.

Image credit: Evil Geniuses

RELATED: Evil Geniuses appoints Leonard Edwards as VP and Head of Global Partnerships

The partnership seeks to further expand Evil Geniuses’ brand recognition with global audiences, according to a release.

CSM is a global integrated marketing and brand experience agency working across a variety of fields including sports, entertainment, media and social impact. The company seeks to connect with people through their passion points, build brands, work with rights holders and create live experiences.

The deal with Evil Geniuses is purportedly the agency’s first venture with an esports organisation, having previously partnered with Code Red Esports in 2018 and Esports Insider in 2020.

Matt Grandis, Chief Commercial Officer at CSM, said: “Evil Geniuses is a true pioneer in the world of esports and gaming, with a long history of being at the forefront of the industry. 

“With our existing network and expertise in the commercial partnerships sector, we see this as a great opportunity to introduce Evil Geniuses to new brands and audiences across the world who share their values.”

RELATED: CSM inks partnership with esports agency Code Red

Leonard Edwards, VP & Head of Global Partnerships at Evil Geniuses, stated: ”We’re thrilled to bring on CSM as our new sponsorship sales agency as we leverage their expertise working with global brands to further expand our roster of commercial partners.

“We’re always looking for the very best talent to be a part of the Evil Geniuses team and CSM Sport & Entertainment have the experience we crave while sharing our values and commitment to spreading the #LiveEvil mentality to new brands and audiences.”

Esports Insider says: This deal seems like a good move for the future growth of Evil Geniuses. The organisation already has an impressive commercial portfolio, so it will be interesting to see which new partners will Evil Geniuses sign as it continues to expand its brand. It’s also interesting to see more non-endemic marketing agencies entering esports.

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