Over the last two years, our partnership with premium TCG accessory provider Ultimate Guard has grown to a close collaboration. What began in 2024 with the European Magic Series is now an even more extensive cooperation in 2026.
Initially launched as a Title Sponsor partnership for the European Magic Series - Regional Championships, now the Ultimate Guard European Magic Series (UGEMS), the collaboration spelled the beginning of our return to Magic: The Gathering as the organiser of the European competitive circuit. In 2024, we kicked off the first UGEMS Regional Championship in Lille - ever since, Ultimate Guard has been by our side for the Regional Championships, and more.
The Title Sponsor partnership quickly grew into a multi-event partnership with different facets. Next to the Regional Championships, Ultimate Guard entered the Fanfinity-organised European Magic Spotlight Series, a collection of open-invite events, for anyone to play high-level Magic and the chance to qualify for the Pro Tour.
The extensive collaboration at both events now goes far beyond name sponsorships: Ultimate Guard is the official broadcast partner with co-streaming rights, is present at our events with activation booths, includes content creator integration, and together with Fanfinity, offers an exclusive line of co-branded product designs available uniquely at the Ultimate Guard European Magic Series event.
As the leading TCG tournament organiser in Europe, our partnership with a premium TCG accessory provider is a perfect fit on paper and beyond. Fanfinity’s and Ultimate Guard’s reach across the European TCG landscape isn’t just numbers: our communities are congruous. Our shared audiences are evident at Fanfinity events, where we see many Ultimate Guard products used, including our co-branded items. Our combined reach connects authentically through community engagement at our events and online.
Ultimate Guard has been an incredible partner to work with from day one. They consistently are looking for ways to improve the collaboration and are contributing to improving the event experience of our Magic: The Gathering shows.” - Peter Frottier, Commercial Director, Fanfinity
Lastly, a good collaboration does not just yield the numbers. The seamless fit between our brands encompasses not only our practices and communities, but also our organisational teams. To save us from a lot of jargon: working together with Ultimate Guard at our events is fun! And what better way to ensure an ongoing collaboration when your teams get along doing so?
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