Cloud9 expands sponsorship deal with Puma

North American esports organisation Cloud9 has agreed to an expanded sponsorship deal with German athletic apparel company Puma.

The new, multi-year deal will see the two parties work together on a full apparel collection and involves all of Cloud9’s teams, besides its Overwatch League franchise London Spitfire.

Cloud9 Puma Jersey
Photo credit: LoL Esports

Cloud9 and Puma’s collaborative apparel will be made available for purchase by September on both of their websites. The deal will reportedly also see Puma produce kits for all of Cloud9’s teams besides its LCS team, which is off the table as Riot Games partnered with We Are Nations for the North American league.

The initial deal, which was announced in January, specifically involved Cloud9’s League of Legends franchise for the 2019 Spring Split. The players wore Puma trousers and trainers on match days, and the team counted the athletic brand as one of its jersey sponsors.

The organisation is also partnered with the likes of Red BullOMEN by HPU.S. Air ForceSecretlabTwitch, and HyperX. Most recently, it announced BMW as its automotive sponsor. It currently fields rosters in Apex Legends, Counter-Strike: Global Offensive, Fortnite, Hearthstone, League of Legends, PUBG, Rainbow 6 Siege, Rocket League, and World of Warcraft.

Esports Insider says: You have to assume that Puma was happy with the initial deal that was made for the LCS Spring Split, which is good news for the organisation and the industry at large. Having separate brands for franchised leagues, however, has blocked Puma from fully crossing over into League of Legends and Overwatch, which could very well be seen as a negative – especially since they’re two of the best viewed titles in esports.