Sports Direct wants to introduce eSports in its stores

Nowadays, you shouldn’t need any more proofs about how the eSports are stepping day after day in the world of professional sports, but if you’re really convinced that this is not happening, here’s your ultimate proof of the opposite. According to a report by Hypebeast, the UK sportswear company Sports Direct has signed a deal with Game Digital to open a series of pay-to-play stands inside of its shops, introducing eSports to the sports retail world.

It looks like Sports Direct is trying to go big, organizing a series of live matches and competitive gaming tournaments. Mike Ashley company’s intentions look clear, as proven by the chief executive Martyn Gibbs’ words: “the partnership is part of a move from a seller of physical products to providing gaming experiences.” So, eSports are now part of the sports world and they aren’t going anywhere soon. Just think that FIFA is trying to sell the tv rights for the 2018 eWorld Cup.