CLG pens sponsorship deal with watch brand MVMT

Counter Logic Gaming has announced its latest sponsorship deal with watch brand MVMT. This is CLG’s first non-endemic sponsorship outside of the portfolio of its owner, the Madison Square Garden Company, and MVMT’s first venture into esports.

The announcement states the MVMT brand will be featured on Thursday evening broadcasts of CLG’s League of Legends Academy Team. Until now Riot Games has limited Thursday Academy League broadcasts to on-demand whereas Friday broadcasts were controlled by the league. The League of Legends developer has now allowed teams to broadcast their own games on Thursday nights. This permission opens up more opportunities for broadcast sponsorships allowing teams to establish a new revenue stream. MVMT was featured the same evening of the announcement during CLG’s Academy match versus Echo Fox.

Nick Allen, COO of Counter Logic Gaming commented: “Our fan base represents a young demographic that gravitates towards brands like MVMT, and we’re excited to welcome this new non-endemic partner. We also feel that MVMT’s messaging aligns with CLG’s mission; as MVMT aimed to disrupt an established fashion market, CLG will continue to innovate in the esports industry.”

MVMT will also be the presenting and reveal partner for the “CLG Performance Center”, the organisation’s esports training facility currently in development in Lost Angeles.

Counter Logic Gaming has had a busy round of sponsorships of late as the organisation has also announced partnerships with Spectrum, Squarespace, and OMEN by HP, all in the last three months. 

Esports Insider says: Giving teams access to broadcast their own Academy League matches weekly opens up so much space for sponsorship. CLG’s partnership with MVMT, along with Cloud9’s recent partnership with Mammoth Media, proves that very point. With the nature of the beast we’re surprised there have not been more watch sponsorships in the esports space, and this will certainly not be the last we see.