Channel Seven Signs St. George Bank As Sponsor Of Esports Platform
St. George Bank has become a foundation partner of Channel Seven's esports platform, ScreenPlay, according to Arvind Hickman of AD NEWS. The platform is the "first major push" by an Australian commercial free-to-air TV network into esports. St. George was the first financial institution in Australia to support esports in '16. Seven West Media CRO Kurt Burnette said that securing a foundation partner is "the next stage of a long-term strategic rollout." He said, "ScreenPlay is already creating an authentic connection direct to the esport and gaming community in a way never seen before in this country." ScreenPlay will "run gaming content across several digital and social media channels, including a weekly magazine style show on the 7 mate channel." It will be "fronted by former Good Game hosts Stephanie Bendixsen and Nich Richardson to cover news, reviews, live streams, gameplays, interviews, cosplay and more." For companies like St. George, ScreenPlay provides an "established media platform and safe pair of hands to help build their brand to a young, highly engaged audience" (AD NEWS, 6/26).