German esports organisation SK Gaming has entered a partnership with INTERSPORT that has resulted in the design and presentation of a new team jersey.
Initiated by Jung von Matt/SPORTS, the jersey that has spawned from the deal will be produced exclusively and as limited edition. It’s now available for purchase on INTERSPORT’s online store.
A video was released to announce and celebrate the new jersey, using ‘unboxing’ videos – which are typically popular online – as inspiration. The video sees INTERSPORT-branded boxes travelling throughout Germany in lorries and helicopters to a hangar where they’re opened. Players for the organisation are what appear once the unboxing takes place, however.
Niko Lindauer, Director of Sponsoring and Events at INTERSPORT Germany explains their first steps: “We wanted to show our appreciation for esports in the greatest way possible. With SK, we have found a partner that embodies the sport like no other – and is set to once again aim for the top of Europe with the new LEC spot. With this partnership, we especially wanted to strengthen the bond to our young target group since esports is an area that has garnered a lot of attention in recent years.”
SK Gaming and INTERSPORT’s relationship will extend beyond the limited jerseys. Content will be created for social media, and there will be in-store activations hosted at INTERSPORT retailers across Germany.
Alexander Müller, Managing Director at SK Gaming added: “We have invested a lot into the future direction of SK Gaming in the last months. So the timing of this partnership couldn’t have been more perfect. Fresh new talents, our return to the “Champions League” of League of Legends and a new partner, INTERSPORT, who passionately supports and presents this development in a fittingly grand manner.”
SK Gaming was one of 10 long-term partners accepted into the LEC – formerly known as the EU LCS – as announced on November 20th. Starting on January 18th, 2019, SK Gaming will face off against Fnatic, G2 Esports, Origen, Rogue, FC Schalke 04, Team Vitality, Misfits Gaming, Splyce, and exceL Esports over the course of the season.
Toan Nguyen, Partner at Jung von Matt/SPORTS also commented: “In a time where officials are arguing whether esports is a sport or not, INTERSPORT takes a firm stance and sends a clear signal! As true believers ourselves, we are proud to stage their message.”
SK Gaming is also partnered with Deutsche Telekom, Razer, Sennheiser and Mountain Dew. This is INTERSPORT’s first foray into esports.
Esports Insider says: This deal couldn’t have arrived at a better time to coincide with SK Gaming’s entry in the LEC, and the execution of the announcement video was pretty good. SK Gaming has a roster of only a select few partners and bringing in a major non-endemic company such as INTERSPORT is great.