Guild Esports Strengthens TikTok Focus With Little Dot Sports Partnership

Photo credit: Guild Esports

British esports organization Guild Esports, backed by David Beckham, has teamed up with Little Dot Sport, the sports-focused label of London-based Little Dot Studios, to bolster their channel management and “vertical video production”.

With this deal, Little Dot Sport will use its TikTok expertise to strategically build Guild Esports a brand and a large presence on the video vertical platform, incorporating its professional players and content creators.

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While Guild will be Little Dot’s first esports partner, the label is no stranger to sports entertainment brands, having previously worked with over 30 celebrated clients. These include the International Olympic Committee, Premiership Rugby, Formula E and more.

Plans are to build on the Guild Esports fan base through certain social channels, according to a press release. The short video platform TikTok was explicitly identified as the organization’s first platform focus after an in-depth social analysis.

Guild’s partnership with Little Dot adds to what has already been a busy year for the organization. Since early 2022, Guild has announced or renewed eight new partnerships, namely its multi-faceted Sky UK partnership, the Samsung expansion and its own esports college in partnership with SCL Education.

Guild Esports Strengthens TikTok Focus With Little Dot Sports PartnershipThe Payments and Monetization of Esports whitepaper was a collaboration between Nuvei and ESI. Click here to read the white paper.

Guild also went through a couple of rounds of structural changes this year – in March and November. The latter provided for the appointment of a new chief executive officer (CEO). The organization also laid off 15 staff earlier this year after Guild posted a loss of nearly £5million over a six-month period.

Robbie Spargo, Director of Little Dot Sport, commented: “We are extremely excited to partner with Guild Esports, our first-ever esports partner.

“We believe in forming long-term partnerships with our clients, complementing their in-house capabilities with our unique perspectives and expertise to enable us to deliver on their brand ambitions. This partnership is also a step in an area that we have long believed to be critical to the overall sports ecosystem.”

Hisham Almadani, journalist

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Hisham joined Esports Insider in November 2022. As a freshman at the University of Detroit Mercy, he hopes to further his career in games journalism. When he’s not writing, he’s probably reading.