Lille OSC and New Balance expand partnership into esports

23 November 2018


New Balance is a partner and equipment supplier of French football club Lille OSC, and now it has expanded the deal to cover its esports division: LOSC eSports.

Lille OSC entered esports last year when it recruited a competitor in FIFA. Luke “Crafty” Craft, the organisation’s only player as things stand, will now wear New Balance apparel. This includes a new jersey emblazoned with New Balance’s logo on the chest.

Lille OSC New Balance

New Balance’s logo will also be present on any livestreams and broadcasts hosted by LOSC eSports.

In the club’s first season in esports, Lille OSC managed to reach the grand final of the FIFA eWorld Cup 2018 when fielding Corentin “MaestroSquad” Thuillier. Crafty officially joined the club earlier this year on September 27th.

New Balance is the third partner of LOSC eSports, joining gaming accessory brand Nacon Gaming and electronic supplier Otonohm.

This isn’t New Balance’s first foray into the esports industry. In August, the sportswear giant was named the presenting partner for the F1 Esports Series. This deal included activitations in the form of digital content based on the three Pro Series live events.

Drivers who compete in the Series donned New Balance socks and shoes while competing. The competition consists of all but one current Formula One organisations: Alfa Romeo Sauber F1 eSports Team, Haas F1 Esports Team, Hype Energy eForce India F1 Esports Team, Mercedes AMG Petronas Motosport, McLaren Shadow, Red Bull Racing esports Team, Renault Sport Team Vitality, Toro Rosso Esports Team, and Williams Esports. 

Esports Insider says: New Balance entered the industry in a big way by getting involved with the F1 Esports Series, and this deal is rather different. Acting as a jersey and digital sponsor of a football club competing in esports is a whole different kettle of fish, though it makes sense that it has gotten involved with a club that it has a pre-existing relationship with.

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