Cloud9 taps eSports organization Dusty as an exclusive partner for the LoL World Championship
By Bob Garcia
The eSports ecosystem continues to produce major partnerships to drive the industry
The League of Legends (LoL) World Championship 2021 is about to start and the North American eSports organization Cloud9 wants to prepare as best as possible. That is why the Icelandic eSports organization Dusty has been contracted to be Cloud9’s exclusive partner during this event. As a result of this move, Dusty will now be in charge of providing logistics, facilities, and promotional activity to Cloud9 for the World Championship, which, according to the latest updates, will take place in Reykjavik, Iceland.
Dusty was founded more than two years ago; however, its development in this time has led it to be one of the most relevant eSports organizations in its country and has competitive rosters in League of Legends, Counter-Strike, and FIFA. According to the press release, both Cloud9 and Dusty will work across different media platforms to take the association’s profile to the next level.
“We are thrilled to be working with a behemoth in the industry like Cloud9. The partnership is a tremendous testament to the hard work everyone associated with Dusty has put in and has all the necessary ingredients to expedite our rapid growth even further, said Asbjorn Daniel, CEO of Dusty. “In my view, this collaboration recognizes the fact that esports is truly a borderless phenomenon and solidifies our belief that an organization from Iceland can build a genuinely differentiated brand in this market on a global scale.”
As summer comes to an end, every fan of professional competitive LoL feels the eagerly awaited Worlds are just around the corner. The ultimate competition brings together the best teams from around the world, pitting regions against each other. It was first said that China was going to be the home of the event; however, after several inconveniences, it had to be moved to Europe, being Iceland the selected country, and announced last September 9 by Riot Games. The event will be held at the Laugardalshöll indoor sports stadium, to be exact, where the Mid-Season Invitational was held four months ago.