(Alliance News) - eSports services firm Gfinity PLC on Monday said it will partner with BT Sport to produce a football esports competition featuring a series of UK sports stars.
Shares in the company closed 19% higher at 1.72 pence each in London on Monday.
Gfinity and BT Sport, the sports channels arm of FTSE 100 telecommunications firm BT Group PLC, will co-produce each of the six episodes in the series.
Competitors, including retired footballers Joe Cole and Robbie Savage and singer songwriter Chelcee Grimes, will play the latest iteration Electronic Arts Inc's FIFA series.
"A key part of our strategy is to create new and compelling content and we are delighted to be working with BT Sport to bring a new gaming entertainment show to sports fans. Virtual gaming shows are capturing the imagination of fans across the globe as they enable them to connect with their sporting heroes like never before," Gfinity Chief Executive Officer John Clarke said.
The Covid-19 pandemic has led to a spate of cancellations in the global sporting calendar, bring esports into the fore.
Sports like Formula One, yet to host any events in 2020 due to the health crisis, are among those to establish their own esports competitions.
By Eric Cunha; ericcunha@alliancenews.com
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