National CineMedia, a cinema advertising network in the U.S., has entered an exclusive esports advertising and content monetisation agreement with esports community aggregator Harena Data.
As part of the deal, National CineMedia will have exclusive rights to sell advertising across Harena Data’s ad-supported esports content and events in the United States, including in movie theatres, on streaming media, and at in-person venues like bars and restaurants.
The agreement also includes esports content licensing and distribution rights as National CineMedia looks to delve into the esports industry.
National CineMedia, which specialises in movie theatre, online, and mobile advertising, will work with Harena Data to develop content licensing deals and create new spheres of distribution for its esports content and gaming events.
Scott Felenstein, President of National CineMedia, spoke of the partnership in a release: “Joining forces with Harena Data gives us a unique opportunity to develop the esports concept and create compelling consumer experiences both across our NCM theater network and beyond the big screen in other complementary venues and mediums.