The Chiefs partner with Westfield


The Chiefs — Australia & New Zealand’s leading esports organisation — have teamed up with Westfield, to bring the next generation of esports athletes into the spotlight and introduce millions of customers to the world of gaming.  

The two-year sponsorship will include a myriad of events in the esports space, with regular activations to take place at Westfield Living Centres across Australia and New Zealand. It will include fixed permanent gaming facilities in select centres and possible cinema extensions.   

The Chiefs will leverage its diverse range of professional esports teams and content creators including elite players, top influencers and traditional sport athletes, to host live tutorial masterclasses, esports tournaments and gaming workshops for customers. These interactive activations will feature a variety of gaming titles and focus on various industry roles.   

The sponsorship seeks to provide grassroots support to scout up and coming talent and provide industry pathways for career opportunities. It will also make gaming accessible in an entertaining environment, offering a huge opportunity for younger generations to experience esports at their local Westfield centre.    

Nick Bobir, CEO of The Chiefs said: “This is a one of a kind partnership that will see esports and gaming become easily accessible to millions of Westfield customers in Australia and New Zealand. For many, it will be an opportunity to get a first taste of esports as well as allow existing gamers to develop their skills. Together we will be able to engage new and longtime gamers and fans in a new way – and we’re proud to have penned this partnership.”  

Scentre Group Director Leasing and Retail Solutions John Papagiannis said: “Listening to our customers and responding to what they want is at the heart of our customer strategy. We recognise the gaming sector is fast growing and see our sponsorship of The Chiefs as a fantastic opportunity to connect with and engage more customers at a local level. It will also give gaming enthusiasts across our local communities more reasons to visit our Westfield Living Centres and stay for longer.” 

Expect to see this activity unfold with activations coming soon to your local Westfield Living Centre. In the meantime you can tune into The Chiefs as they compete across League of Legends - LCO, Rainbow 6 APAC Pro League and the Halo Championship Series. 

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