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Gfinity to operate Coca-Cola Copa Challenge Football Manager 2021 esports tournament and separate ASK4 FIFA 22 competition for those in student accommodation

UK-based esports company Gfinity has been named the tournament operator for the Football Manager Coca-Cola COPA Challenge, presented by The Coca Cola Company.

Gfinity has entered into a commercial agreement with Coca-Cola Hellenic Bottling Company (Coca-Cola HBC) as part of the activity.

The Coca-Cola COPA Challenge is a new tournament which will see gaming influencers compete against one another in the popular Football Manager simulation game developed by British developer Sports Interactive and published by Sega.

The month-long tournament will run throughout October consisting of eight shows broadcast digitally. This includes four shows of players choosing their teams, and four full competition shows.

Gfinity will work alongside Coca-Cola HBC to ensure the management of the event across the Republic of Ireland, as well as in Italy, in partnership with Italian tournament organiser PG Esports.

The tournament has been designed to be interactive, with viewers able to directly influence the event by voting on weekly challenges for players, enabling players to choose their teammates.

Coca-Cola HBC is also partnering with Just Eat both in the Republic of Ireland and in Italy, to offer exclusive discounts on meals for viewers during the shows.

This is an unofficial tournament and neither Sega nor Sports Interactive have been involved in it.

“One of Gfinity’s strategic priorities is to deliver esports and gaming solutions for some of the world’s biggest brands and we are delighted to be working with Coca-Cola to operate what will be a very exciting tournament.”

John Clarke, Gfinity

In addition, Gfinity has also been appointed by internet service provider ASK4 as the tournament operator for the company’s sponsored FIFA 22 tournament for students in purpose-built student accommodation in Sheffield (the home of ASK4), Leeds, Manchester and Birmingham. The tournament will run from the week commencing November 20th 2021.

John Clarke, Gfinity chief executive, said: “One of Gfinity’s strategic priorities is to deliver esports and gaming solutions for some of the world’s biggest brands and we are delighted to be working with Coca-Cola to operate what will be a very exciting tournament. Football Manager has been a household name for many years, and we look forward to hosting the Coca-Cola COPA Challenge.

“Our partnership with ASK4 is also another example of our commitment to building communities for gaming brands across the spectrum, in enabling them to capture the imagination of fans around the world.”

Jess Glover, ASK4 head of marketing added: “We are delighted to be working with Gfinity on ASK4’s upcoming FIFA tournament. We were aware of the many exciting projects and events Gfinity have worked on in the past and were keen to bring their expertise and tournament experience on board.

“We will be staging the tournament for our clients in Sheffield, Leeds, Manchester and Birmingham with the aim of expanding the tournament across the UK and Europe over the coming years. We are looking forward to a successful event and hope to be working with Gfinity on similar projects in the future.”

Related article: ‘This is the start of Football Manager as an esport’ – interview with i62 Football Manager tournament winner Dan Fry


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Esports News UK

Esports News UK was established in late 2015, and features the latest stories, match reports, interviews and videos covering the UK esports scene. We predominantly focus on League of Legends but also cover other games like FIFA and Overwatch, as well as streamer articles and news from the wider gaming community.

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