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AND THE NEW, the new creative-digital agency for brands across sports, entertainment and gaming, is thrilled to announce their appointment as the esports and gaming agency for SAP, one of the world’s leading global enterprise software solution companies.

Responsible for driving the activation of SAP’s partnership with Team Liquid - one of the most successful esports organisations of all time - and the creation and delivery of campaigns across the wider esports and gaming community, AND THE NEW will be bringing their wealth of experience and knowledge of working across top-level esports to SAP.

For SAP, esports and gaming represents a more recent venture across their sponsorship portfolio, which includes partnerships with the likes of the NBA, Bayern Munich, the Mercedes-EQ Formula E Team and World Sailing.

AND THE NEW will be focused on driving awareness and engagement for the brand among new, younger career talent – positioning SAP as an exciting and viable career option for the next generation through the power of esports and gaming.

AND THE NEW were appointed as the agency following a competitive pitch process, being selected ahead of names long-established in the esports, creative and digital agency landscape.

Lisa Bühn, Global Sponsorships Director, SAP, said: “We wanted to expand our footprint as a non-endemic brand in esports and gaming. AND THE NEW’s experience and knowledge across esports, brand strategy and partnership marketing combined with a first-class digital and creative offering made them a perfect fit. They’re great fun to work with, too!”

Ryan Tinslay, Co-Founder, AND THE NEW, said: “It’s a real honour to be selected and trusted by a global brand with so much experience of sponsorship and partnerships like SAP. We’re delighted that the team at SAP saw our passion and creativity for all things esports, as well as our depth of knowledge and experience in creating large-scale brand campaigns in this space.”

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