Naming rights agreement renewal

Las Vegas: Luxor's esports arena to retain HyperX sponsorship, naming rights

HyperX Esports Arena.
Reading time 1:42 min

Luxor Hote and Casino's esports venue in the Las Vegas Strip will continue to bear the HyperX name and branding after the renewal of a naming rights agreement between California-based gaming peripherals company HyperX and Allied Esports, a subsidiary of Allied Gaming & Entertainment.

The 1,000-capacity arena, which has hosted more than 500,000 people and 700 events since its opening in 2018, is known for holding various esports tournaments and events. While the terms of the deal were not disclosed, the agreement is expected to last for multiple years.

HyperX, as the official peripheral partner of the HyperX Arena, will continue to provide gaming headsets, keyboards, mice, mouse pads, and USB microphones for esports tournaments, special events, and gamers visiting the arena. According to the parties, the partnership between HyperX and Allied Esports will also lead to a variety of co-branded experiences and events aimed at promoting and growing the gaming and esports communities.

Daniel Kelley, HyperX's Director of Marketing, expressed his excitement over the renewed partnership, stating that it allows the company to continue its commitment to esports and the gaming community. “Allied Esports is a key partner for us, with their ability to deliver a best-in-class esports destination in a city that has become nationally known for its esports, sports, and entertainment,” he said. 

The HyperX Arena has hosted numerous high-profile esports personalities such as Mr.Beast, Ninja, Jabbawockeez, Timthetatman, and Ludwig, and events like League of Legend All-Stars, NHL World Championship, and NBA 2K The Turn.

Per the multiyear deal, HyperX will continue to receive prominent branding and signage inside and outside of the venue, as well as across all arena promotions, content and social media platforms. And also included in the deal, HP Inc. OMEN PCs and monitors will be used to retrofit and update the gaming zones within the HyperX Arena.

“As a top provider of gaming peripherals worldwide, HyperX has been an incredible partner to work with over the years,” said Yinghua Chen, President & CEO of Allied Esports and Allied Gaming & Entertainment.

We're thrilled to renew and expand our partnership with both the HyperX and HP teams," Chen added. "At Allied, we remain dedicated to delivering unparalleled gaming entertainment experiences through our highly engaging esports tournaments, gaming events and original content for our growing community of gamers.”

With the renewal of the naming rights agreement, the HyperX Arena, Allied Esports’ global flagship property, is set to continue as one of Las Vegas's premier destinations for esports and gaming events.

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