The Kickback, an entertainment, media and educational platform owned by Cxmmunity Media, has teamed up with American internet service provider Xfinity.
According to a press release, the partnership will have a special focus on empowering the next generation of students at Historically Black Colleges and Universities (HBCUs).
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The 2024 Kickback tour, powered by Xfinity, will include educational panels, gaming events and musical performances with the aim of informing students about gaming and esports careers. The tour will also aim to showcase the ‘speed and reliability’ of Xfinity internet as it powers the Kickback gaming tournaments.
Most important to Kickback is its mission to connect diverse communities with educational and career opportunities in gaming.
The partnership also has ties to Project UP, Comcast’s $1bn (~£790m) commitment to digital equity and economic mobility, by extending Comcast’s support of The Cxmmunity Foundation, the non-profit arm of Cxmmunity Media.
The first activation of this partnership will be at Dream Con, Texas’s only Black-owned anime and gaming convention, in July. The Kickback will team up with Xfinity to offer ‘extensive networking opportunities’ at the event.
The Kickback held its inaugural event in 2023 and is operated by the media-tech company Cxmmunity Media (CXM), founded in 2020. This year’s Kickback Tour is an attempt to build off the success of last year’s Kickback event held in Atlanta which was recognised by the Atlanta chapter of the American Marketing Association for the Best Gaming & Esports Branded Integration of 2024.
This is not the first step into esports for Xfinity as the company was previously named as a supporting partner for the Esports Awards in 2023. The company has also partnered with esports organisations, such as FaZe Clan, and tournaments like the Overwatch League and Mission Control’s Xfinity City Series.
Ryan Johnson, CEO of Cxmmunity Media, commented on the deal: “We are incredibly excited about this partnership with Xfinity.
“Our shared commitment to supporting HBCU students and providing them with real-world opportunities is at the heart of this collaboration. I look forward to merging our efforts in creating energising, educational, and entertaining environments for the next generation of diverse leaders in the gaming community.”
