The Chiefs join forces with Westfield

Australian esports organisation The Chiefs Esports Club has announced a partnership with shopping centre company Westfield.

The two-year deal will see the two parties collaborate on a range of activations taking place in Westfield Living Centres across the region.

The deal includes the opening of permanent gaming facilities within various locations. The new venues will be housed due to extensions being applied to Westfield cinemas. According to a release, activations include esports workshops from the organisation’s players and content creators.

In addition, the deal also includes Westfield’s logo appearing on the jerseys of The Chiefs, which currently fields rosters in Halo Infinite, League of Legends, VALORANT and Rainbow Six Siege.

The deal marks Westfield’s first foray into the esports industry. However, the concept of using shopping malls and centres to open venues has increased in popularity in recent years. Last year, media and entertainment company Wisdom Gaming joined forces with the Mall of America to open an esports facility and broadcast studio.

Westfield becomes the fifth partner of The Chiefs, joining the likes of battery manufacturer Energizer, gaming chair firm AndaSeat and skincare brand L’Oréal Paris Men Expert.

Nick Bobir, CEO of The Chiefs, spoke on the partnership: “This is a one-of-a-kind partnership that will see esports and gaming become easily accessible to millions of Westfield customers in Australia and New Zealand.

“For many, it will be an opportunity to get a first taste of esports as well as allow existing gamers to develop their skills. Together we will be able to engage new and longtime gamers and fans in a new way – and we’re proud to have penned this partnership.”