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Allied Esports and HyperX Extend Naming Rights Partnership to Europe

Esports Truck “Big Betty” and Production Studio in Germany Join HyperX Esports Arena Las Vegas

and North American HyperX Esports Truck Under Expanded Agreement


Allied Esports, a global esports entertainment company, and HyperX, the gaming division of Kingston Technology Company, Inc., today announced the addition of Allied Esports’ two European properties to their international naming rights partnership.


Allied Esports’ European mobile arena, nicknamed “Big Betty,” has joined the HyperX Esports Truck brand, while its production and broadcast facility located in Hamburg, Germany has been renamed the HyperX Esports Studio. The agreement follows two previous naming rights announcements between the companies for HyperX Esports Arena Las Vegas, Allied Esports’ global flagship arena, and the North American HyperX Esports Truck, nicknamed “Big Meta.”


“We are thrilled to continue to grow our relationship with HyperX, an unequivocal leader and innovator in esports and beyond, and the continuation of this naming rights deal solidifies our shared commitment to engage fans across the globe,” said Simon Temperley, Allied Esports Chief Revenue and Marketing Officer. “With a foundation now in place on two continents, Allied Esports and HyperX together have the opportunity to create experiences and content that will influence audiences in new and meaningful ways for years to come.”


“HyperX is excited to expand our branding and esports relationship with Allied Esports. Allied is a proven partner that shares our passion for excellence in gaming and entertainment,” said Paul Leaman, vice president, HyperX EMEA. “With global commitments to the gaming community to provide the best gaming experiences, the European HyperX Esports Truck and HyperX Studio will bring our We’re All Gamers philosophy to more gaming communities in Europe.”


The newly named HyperX Esports Truck will be featured this coming weekend, March 1-3, at the IEM Katowice Expo 2019 in Katowice, Poland. At the event, “Big Betty” will host gaming competitions and giveaways, listening stations showcasing HyperX’s latest products, influencers, Cosplay competitions, and more.


“Big Betty” is the world’s first mobile esports arena and has been one of the most popular gaming venues across Europe since its debut in 2016. In 2018, the truck hosted Ireland’s largest esports event ever – Three Ireland’s EStars – featuring ten teams and 50 competitors over eight weeks of League of Legends play, making stops at League of Ireland football club stadiums. The competitors battled for a chance to play at Ireland’s legendary 3Arena, €20,000 and a trip to HyperX Esports Arena Las Vegas.


The latest HyperX Esports Truck also hosted and produced qualifying and final events for the Mountain Dew GameFuel League, an international Rocket League tournament with stages in Switzerland, Denmark, the UK and Netherlands. The truck was also centerstage at "Werner - Das Rennen,” Europe’s largest racing festival combining music and racing, and for a prominent FIFA 19 scouting tournament for Bundesliga club Holstein Kiel.


The HyperX Esports Studio is an 8,000-square-foot, multi-purpose event and broadcast facility in Hamburg, Germany and the headquarters of Allied Esports’ European operations. As with all Allied Esports’ venues, the studio was created with a modular design capable of holding a range of esports entertainment events and broadcasts. The studio has been the home of the Legend Series broadcast since 2017, the same year the venue hosted the CS:GO Legend Series final. The HyperX Esports Studio recently hosted Season 2 of the popular Blackout Legend Series and is currently in preparation for Season 3. The Apex Legend Series kicks off on Thursday, February 28 and can be viewed on


With four properties now under the naming rights umbrella, HyperX and Allied Esports will co-create unique esports and content opportunities for professional players, streamers, partners and fans around the world. Each property will feature HyperX headsets, keyboards, mice and mouse pads for esports tournaments, special events and daily play (Las Vegas).


HyperX showcased the two North American properties during the Consumer Electronics Show 2019 with events at HyperX Esports Arena Las Vegas and activations with the HyperX Esports Truck on the convention floor. North American HyperX Esports Truck “Big Meta” also partnered with the NFL Retired Players Association for a Madden NFL 19 event in Atlanta in February.



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About HyperX

HyperX® is a division of Kingston Technology Company, Inc., the world’s largest independent memory manufacturer. Established in 2002, HyperX is headquartered in Fountain Valley, California, USA. For more information, please call +44 (0)1932 738888 or visit

Media Relations:

Shane Herrington
HyperX PR Team
Kingston Technology Europe Co LLP
+44 (0) 1932 738888
[email protected] 

LEWIS - Global Communications
+44 (0) 207802 2626
[email protected] 

Kingston, the Kingston logo and HyperX are registered trademarks of Kingston Technology Corporation. All rights reserved. All other marks may be the property of their respective titleholders.

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