Esports entertainment group Gfinity announced on Tuesday that UNILAD Esports - a team backed by its online media namesake - has acquired a place to compete in the third season of the Gfinity Elite Series, taking place at the Gfinity Esports Arena in London in March and April.
The AIM-traded company explained that, under its owners Liam Harrington and Sam Bentley, the British internet media company UNILAD has developed into a large media network that creates and licenses original content.
UNILAD was named the top Facebook page and online video channel in the world in 2016, with its page featuring 50 million fans viewing more than four billion pieces of content across its network.
As part of an agreement with Gfinity, UNILAD would host content from the third season of the Gfinity Elite Series across multiple channels during the eight weeks of competition.
The directors of Gfinity said they believed that UNILAD acquiring a place on the Elite Series was "further evidence" of the pre-eminent status the competition had already achieved in UK esports, with the ability of UNILAD to drive content to their audience strengthening that position further.
It said the signing demonstrated the success of the franchise opportunity that Gfinity had created for teams and investors.
UNILAD comprises its primary channel as well as nine media channels which specialise in sport, technology, travel, and other topics.
Its esports operation has some of the best global talent, according to Gfinity, including Spencer 'Gorilla' Ealing, the current FIFA Interactive World Cup champion.
"The signing of UNILAD combined with the strength of its global audience will enable the Gfinity Elite Series to attract new fans and become an even more exciting proposition for commercial partners and inventors," said Gfinity chief executive Neville Upton.
"The Gfinity Elite Series roster features some of the biggest teams and best players from around the world and with their combined reach and our passionate fanbase, we will create an event that will rival any of the global tournaments."
Liam Harrington, CEO of UNILAD, added that his organisation was "really excited" to be joining the roster for the upcoming Gfinity Elite Series.
"The Gfinity Elite Series is the perfect tournament for our global audience to engage with the best esports content and get more fans involved in the action.
"We look forward to supporting our players over the competition and working with Gfinity."