The video game retailer GameStop has launched an esports sponsorship strategy, led by a three-year deal to take naming rights to compLexity Gaming’s new headquarters at The Star in Frisco, Texas.

GameStop has also struck deals with the two other major esports organizations based in its home market of Dallas-Fort Worth, a deal to co-brand gaming clinics and other events with Envy Gaming , and another deal with Infinite Esports whose particulars were not disclosed.

The 11,000-square-foot GameStop Performance Center will open in May. It will share a location with HQ of the Cowboys, whose owner Jerry Jones owns compLexity. It will include a public gaming area for fans/sponsors, high-performance training space, video studios and a retail store.

“We are aiming to become the official minor leagues of esports where GameStop provides fun and unique cultural experiences for player development while preparing the next generation of professional gamers,” said GameStop CMO Frank Hamlin in a statement.

Ben Fischer is a staff writer for SportsBusiness Daily, where this article first appeared.

The Esports Observer spoke with GameStop to acquire additional details on all three partnerships announced today. Click here to learn more.