Bell Insures the Fingers of Esports Team Toronto Ultra for $1 Million

Professional gamers should be treated like professional athletes. That's what Bell believed when they first established their partnership with Toronto Ultra, Canada’s only professional Call of Duty esports team back in 2019, and continues to believe today.

Many of the world’s top athletes have insured their most prized body parts, including star baseball pitchers insuring their arms and soccer players insuring their legs. With Bell’s Million Dollar Fingers campaign, they are demonstrating the same belief esports fans have in the next generation of athletes by insuring the fingers of each Toronto Ultra team member for up to $1,000,000. This is a first for Bell, and for professional esport athletes in Canada.

As Canada’s best gaming Internet provider for the second straight year[1], Bell continues to deliver a premium gaming experience for Toronto Ultra through its fibre Internet technology, which has been critical as the team trains for the Call of Duty Major V Tournament coming up May 25-28th in Toronto. It’s here team members, including Jamie 'Insight' Craven, Tobias 'CleanX' Jønsson, Thomas 'Scrap' Ernst, Charlie 'Hicksy' Hicks will showcase for the first time in person, their newly insured fingers.

“We wanted to show everyone just how committed we are to the team, while also having some fun and shining a spotlight on the stars of Toronto Ultra,” said David Kennedy, VP, brand and sponsorship, Bell. “Our Million Dollar Fingers campaign achieves both, and has already got the gaming community talking.”

“We got creative with our approach for this campaign given the less traditional nature of the competition,” said Zak Mroueh, founder and creative chairman at Zulu Alpha Kilo. “We wanted to push the boundaries of what sponsorships can look like for brands.”

Launched mid-May, Zulu Alpha Kilo developed the digital video and social campaign with production by Zulubot. PR efforts are being led by Bell and Overactive Media.