Video game retailer GameStop has launched an esports sponsorship strategy led by a three-year deal to take over naming rights to Complexity Gaming’s new headquarters at The Star in Frisco, Texas.
GameStop also has struck deals with the two other major esports organizations based in its home market of Dallas-Fort Worth — an agreement to co-brand gaming clinics and other events with Envy Gaming, and another agreement 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 the headquarters of the Dallas Cowboys, whose owner Jerry Jones also owns Complexity. It will include a public gaming area for fans and 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,” GameStop CMO Frank Hamlin said in a statement.
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