Kairos Media Acquires Esports Brand Lightning Pandas, Signs Player Sean Allen

Digital communications agency Kairos Media's esports drive "gathered steam" with the acquisition of professional esports brand Lightning Pandas and the signing of EPL side West Ham's former FIFA esports player Sean Allen to that team, according to John McCarthy of THE DRUM. The Lightning Pandas brand was co-founded in '14 by Kairos Media co-founder Michael Craddock and professional Call of Duty player Shane McKerral, "becoming a prominent name in the space on YouTube." The team had been retired for a "handful of years," however, with the agency "keen to rejuvenate it." The deal for Allen went through "just in time for the launch" of EA Sports' FIFA 18, which features a "unique brand tie-in with Coca-Cola" that sees the soda company sponsor fictional virtual athlete Alex Hunter (THE DRUM, 10/3).