Shoreditch is one of London’s most thriving social hubs.
Guild Esports, the British competitive gaming organization co-owned by David Beckham and launched in June 2020, has unveiled bold plans to make its mark on the global esports scene, creating a dedicated HQ and academy in the heart of London inspired by the top-tier training facilities that its famous frontman used his entire soccer career.
This week, the team revealed its new Guild Academy and corporate headquarters, which will be situated at 2 Chance Street in London’s thriving Shoreditch area, just off its high street. The company has penned a 10-year property lease for a 9,831 square foot facility at the center of the city’s rapidly expanding technology hub, with a view to opening in Q2.
Guild Esports promises a state-of-the-art space for its teams to develop their talents, modelled partly on football academies established by English Premier League clubs, including esports training rooms, equipment, and gaming spaces. Specialist fitness staff will also be available, reflecting Guild’s desire to support the mental and physical well-being of its players and budding pros.
As for the wider operations of the company, 2 Chance St will house a dedicated content and editing suite, streaming rooms to drive content production, as well as an extensive roof terrace that will be used to host Guild events and sponsor-led campaigns. There will also be a Guild merchandise shop on street level, where the team anticipates a high footfall.
As is swiftly becoming a core strategy for esports teams, Guild is already exploring the commercialization, branding, and sponsorship opportunities that its new HQ can provide, including naming rights for the building; discussions with potential sponsors are already happening.
On the latest development for his team, Beckham said: “I am really excited by the new global headquarters for Guild, which also sees the creation of a new home for the Guild Academy.
“This marks the next important stage in building Guild’s position as one of the world’s top esports organizations and it will be a focal point for our players, creators, and our many global fans.”
Chief executive of Guild Esports Kal Hourd added: “The creation of an iconic location for our Guild Academy and headquarters in London’s hottest technology hub will serve as a beacon and inspiration to our global fanbase, content creators, sponsors, and other stakeholders.
“In addition to nurturing new talent and providing state of the art training grounds for our pro teams, we also expand upon brand recognition and unlock a range of commercialization opportunities, which we look forward to realizing in due course.”
