The Esports Arena located at the Luxor Hotel & Casino in Las Vegas will now be called the HyperX Esports Arena Las Vegas as HyperX has acquired the naming rights.

The deal is an exclusive naming rights partnership and multiyear agreement between Allied Esports and HyperX, the gaming division of Kingston Technology Company, Inc.

The partnership includes co-branded experiences and events, including opportunities and activations with HyperX’s plethora of personalities, esports athletes and influencers. The release also states that there will be co-branded content and collateral in-venue, online and on social platforms; marketing, promotion and product activations; and a prominent retail presence in Las Vegas. This includes the integration of the HyperX Esports Arena Las Vegas branding across all social media platforms.

“HyperX and Allied Esports share a strategy centered on a ‘We’re All Gamers’ mindset, and with this first-of-its-kind partnership we can accelerate opportunities to engage fans and create influential content. This dynamic relationship is a direct result of Allied customers’ excitement to use the best gaming equipment in the market and HyperX’s belief in our vision for content creation” commented Simon Temperley, Allied Esports Chief Revenue and Marketing Officer.

“HyperX’s commitment and dedication to all things esports has helped to propel the brand t o become a favourite for professional and casual gamers, and attaining the naming rights for HyperX Esports Arena Las Vegas allows us a great opportunity to grow our audience” said Daniel Kelley, Director of Marketing at HyperX. He continued “Allied Esports is a respected esports partner for us and we look forward to announcing more successes with them”.

The deal expands on existing partnerships between the two companies, which includes HyperX already being the “Official Peripheral and Arena Partner” of the Las Vegas arena – meaning the venue was already decked out in HyperX equipment.

The Las Vegas venue has hosted notable events such as “Ninja Vegas ’18” and will play host to League of Legends All-Star 2018 and a leg of the Capcom Cup come December.

Esports Insider says: With the emergence of dedicated esports arenas, it was only a matter of time before naming rights deals started emerging in esports. This is an impressive partnership with the HyperX logo featuring prominently on the very noticeable Luxor on the Las Vegas strip. We look forward to seeing the promised content from HyperX’s strong roster of influencers and esports talent.