FILA enters esports with Counter Logic Gaming partnership

North American organisation Counter Logic Gaming has appointed sportswear brand FILA as the official apparel partner of its Fortnite team.

Counter Logic Gaming’s Fortnite players will wear select FILA apparel during the Fortnite World Cup Finals over July 26-28th.

Counter Logic Gaming FILA
Logo credits: Counter Logic Gaming & FILA

The deal will also see FILA be promoted across the digital platforms of Counter Logic Gaming’s Fortnite roster, including Twitch streams and social media.

Kristin Bernert, SVP Business Operations of MSG Sports discussed the partnership: “FILA is an iconic apparel brand in sports and entertainment and we are thrilled that they are joining our family of world class marketing partners with Counter Logic Gaming. We look forward to working with FILA on several initiatives with our Fortnite team, especially around the Fortnite World Cup happening in New York next month.”

The organisation added technology retailer Newegg as the presenting partner and online technology retail partner of its Fortnite team in February. The deal includes social media promotion, jersey sponsorship, and an original content series.

Kelly Funke, SVP of Marketing at FILA North America also commented: “This marks FILA’s first foray into esports, a space that continues to experience tremendous growth. The partnership with Counter Logic Gaming allows us to connect with a community of incredibly loyal fans, participate in an epic esports event like the Fortnite World Cup, and align with a diverse team of gamers who share our commitment to creativity, passion and performance.”

Esports Insider says: Other sports brands have been in esports for a little while now, including giants Adidas and Nike, so it’s not a surprise to see other brands getting involved. The Fortnite World Cup will have a lot of eyes on it so this could be a decent first venture for FILA.

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