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Cloud9 names Dusty exclusive 2021 Worlds partner

North American esports organisation Cloud9 has contracted Icelandic esports organisation Dusty as its exclusive partner for the 2021 League of Legends World Championship.

As a result, Dusty will provide facilities, logistics and promotional activity to Cloud9 for the World Championship, which is being held in Reykjavik, Iceland.

(ESI Illustration) Credit: Cloud9 / Dusty

RELATED: Riot Games confirms League of Legends Worlds 2021 in Iceland, begins October 6th

Founded in 2019, Dusty is one of Iceland’s leading esports organisations and has competitive rosters in Counter-Strike, League of Legends and FIFA.

According to the release, the two entities will collaborate across several media platforms to raise the profile of the partnership.

Asbjorn Daniel, CEO of Dusty, commented: “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.

“In my view, this collaboration recognises the fact that esports is truly a borderless phenomenon and solidifies our belief that an organisation from Iceland can build a genuinely differentiated brand in this market on a global scale.”

Riot Games announced on September 9th that the World Championship had been moved to Iceland, having previously announced in June that the event would tour multiple cities in China. The event will be held at the Laugardalshöll indoor sporting arena, the same venue as the Mid-Season Invitational in May.

RELATED: Iceland’s outsized esports aspirations

Cloud9 CEO, Jack Etienne, added: “We are excited to work with Dusty while competing at Worlds. It’s incredible to be travelling to Iceland for the competition, and it really shows the global nature of esports.

“Beyond Cloud9, I am passionate about growing esports at large and brave ventures like Dusty are vital to advancing our industry. I believe we are creating the best environment possible for us to enjoy a successful Worlds. Now it’s just time to perform.”

Esports Insider says: With in-person esports once again returning to Iceland, Cloud9 have teamed up with a leading name in the local scene to ensure its journey is as smooth and successful as possible. With a surprisingly large and growing domestic Icelandic esports audience, this partnership is likely to be beneficial both for Dusty and Cloud9.

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Esports Insider

One of the leading esports industry focused platforms worldwide. We feature the latest news stories alongside opinion pieces, and interviews with those making waves in esports business. We publish across social channels, and have a twice weekly newsletter, the ESI Dispatch. We also operate The Esports Journal, an industry focused magazine (Print & Digital).

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