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Games commerce company Xsolla recently made an unexpected move by announcing a partnership as the gaming and shirt sponsor for English League One football club Stevenage FC. This collaboration extends to both the men’s and women’s teams, featuring Xsolla prominently on official YouTube content, social media channels, pitch-side advertising, the digital program, and officially licensed video games.
If you’re not familiar with it, League One is the third tier of the English football pyramid, with the Premier League at the top followed by the Championship as the second-tier division. Stevenage FC’s stadium capacity currently stands at 7,800, inclusive of seating and standing areas, and the town’s population is around 90,000 based on recent estimates.
But why has Xsolla chosen to sponsor Stevenage? One reason could be the existing connections between Stevenage, football, and games. Notably, Club Director Stuart Dinsey is the Executive Chairman at UK publisher Curve Games, known for releasing titles like Human: Fall Flat and For The King II. Furthermore, football has close ties to gaming through popular titles like EA’s FIFA series and Sports Interactive’s Football Manager games. EA even serves as a shirt sponsor for referees in the English Football League until the end of the 2028/2029 season.
Another significant reason for this partnership could be the recent surge of money and interest in League One football. EFL clubs unanimously approved a “record” domestic rights deal earlier this year with Sky Sports, covering over 1,000 matches each season, including 248 League One matches. Additionally, CBS Sports signed a new deal to broadcast at least 250 EFL matches per season in the US. Furthermore, Hollywood is now part of League One as Wrexham FC, owned by Ryan Reynolds and Rob McElhenney, enters the division this season.
With Stevenage’s recent promotion to League One in the 2022/2023 season, Xsolla aims to capitalize on the club’s growth while leveraging other opportunities such as inclusion in EA Sports FC 2025, set to release in September.
“We’re always looking at ways that we can engage players.”
Berkley Egenes
Potential future campaigns stemming from the Stevenage sponsorship may involve influencer partnerships, furthering Xsolla’s branding in EA Sports, and engaging consumers in innovative ways.
Chief Marketing Officer Berkley Egenes expressed that choosing a larger club like Manchester City or Manchester United, despite higher costs, wouldn’t have provided the same level of community engagement and unique opportunities as the Stevenage partnership.
Xsolla’s core business in payment solutions and web shops is experiencing rapid growth, particularly due to increased competition and regulatory changes in the industry. This aligns with Epic Games CEO Tim Sweeney’s stance against app store practices and fees, and the European Union’s Digital Markets Act.
Egenes elaborates that while Xsolla supports game developers and publishers with monetization, there is also a B2C aspect to their business. From gaming to the consumer, Xsolla plays a crucial role in connecting the two realms and engaging players to grow businesses.
With exciting times ahead, Xsolla’s sponsorship of Stevenage FC presents a promising opportunity to explore new avenues and engage with fans and players, marking a significant milestone for both parties.
Full disclosure: PocketGamer.biz was provided with tickets for the Stevenage vs. Shrewsbury match, courtesy of Xsolla.
