Sky Broadband Expands Guild Esports Partnership and Its Women in Gaming Strategy

Sky Broadband continues to expand its partnership with Guild Esports by creating a first-of-its-kind women’s only esports initiative to find new pro women gamers and drive equality in gaming. The initiative aims to promote more diversity in the world of gaming as research shows only 5% of Esports pros are women, despite 47% of UK gamers being women. The series of tournaments, involving the Racers Eseries, a Sim-Racing tournament and the Soccer Eseries, a football tournament-based competition, will offer competitors the chance to win professional contracts including elite training and free Sky Broadband for 18 months. Kicking off on the 26th April, the series will culminatie in the Women’s Esports Finals, which will take place later this year at Sky’s London headquarters. A £50,000 prize fund will also be split between across the three pillars of the initiative. The initiative is being launched on social media using a mix of influencers and gamers with Sky Sports F1 Presenter Naomi Schiff confirmed as the spokesperson for the launch of Racers Eseries.  The launch campaign will also feature a collaboration with Sky Sports as well as a series of qualifying  events. More information on the Women in Gaming initiative can be found here.

The initiative is made up of two tournaments: Racers Eseries, a SIM racing-based competition and the Soccer Eseries, which takes place in in a football tournament format and culminates in the Women’s Esports Finals:

• Racers Eseries – taking place from the 26th April to 19th May in person and online: SIM racing-based competition – the ten fastest gamers will make it through to the Women’s Esports Finals 
• Soccer Eseries – date to be announced later this year: an esports football tournament, the top four gamers will make it through to the Women’s Esports Finals 
• Women’s Esports Finals – date to be announced later this year: The UK’s first-of-its-kind Women’s Esports Final hosted and streamed LIVE from Sky’s London headquarters

The first in a series of qualifier events is set to take place on 26th – 28th April hosted at Birmingham’s iconic Bullring. The event is calling on all women SIM – Racers aged 18+ to participate in the event, show off their skills to be in with the chance of qualifying for the Women’s Esports Final later this year. The event will also host talent and experts who will be providing their best tips and tricks for anyone attending. There are three ways that a competitor can qualify:

• Online via Guild Esport’s website
• At the Bullring Birmingham qualifier, which is a first-come-first-served event
• In-person qualifiers at the Sky Guild Gaming Centre

Sunny Bhurji, Sky Connectivity’s marketing director added, “We’re now into the second year of our partnership with Guild Esports, and our support for women in gaming, and we’re excited to demonstrate the impact of what’s possible when two brands come together to make real change. With Sky’s heritage in entertainment and sport, Sky Broadband is uniquely placed to help power the gaming community with this first-of-its-kind initiative and our best-in-class marketing.“

Amber Pine, managing director, Sky Connectivity said, “At Sky Broadband we’re committed to powering the gaming community, and we want to help ensure it’s an equal playing field for all. We’re creating new, safe and equal opportunities for woman gamers, working with Guild Esports for the past two years to achieve this ambition. This first-of-its-kind initiative opens up new avenues to help women go pro, with contracts and cash prizes up for grabs.”

Jasmine Skee, CEO of Guild Esports said, “With women representing 47% of all gamers in the UK, it's high time we create opportunities for talented women gamers to showcase their skills and compete at the highest level. We look forward to witnessing gaming enthusiasts across the country and beyond taking part in this unique opportunity.”

The launch of the UK’s first-of-its-kind women’s Esports initiative forms part of wider activity by Sky Broadband to make the industry inclusive and equal for all. Last year Sky Broadband and Guild Esports partnered with the charity Cybersmile on the #NoRoomForAbuse campaign, which addressed the abuse women face when gaming online and revealed that almost half (49%) of women in the UK have faced abuse, with 80% of those revealing messages had been of a sexual nature. Sky Broadband is the official partner of Guild Esports, and powers the Sky Guild Gaming Centre with its superfast speed and reliability. The partnership aims to reinforce Sky Broadband’s position as the UK’s #1 broadband for gamers.