DACH region League of Legends competition Prime League has established a partnership with American clothing company Levi’s.
The clothing company has launched the “Esports Collective supported by Levi’s” in an effort to bring the community together and “give them a voice.”
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SPORTFIVE, the global esports marketing agency formerly known as Lagardère Sports and Entertainment, worked with Levi’s to develop this partnership and its overall esports efforts. The aforementioned collective will provide “exciting behind-the-scenes glimpses of the fashion brand and the Prime League.”
The nature of the partnership will mostly comprise of digital activations, though a release states that more details will come at a later date on this front.
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Prime League is an evolution of the Premier Tour, a competition that caters to German-speaking players across Germany, Austria, and Switzerland. The league is a result of a partnership between Riot Games, Freaks 4U Gaming, and SPORTFIVE.
Levi’s joins Das kann Bank, BARMER, NicNac’s, Tchibo, Deutsche Telekom, R+V Verischerung, RECARO, and Rockstar as a partner of the league.
Esports Insider says: It’s evidently not just athletic clothing brands that are targeting esports, an industry that has a desirable and primed audience. It’ll be interesting to see how Levi’s manages to intertwine its products with the behind-the-scenes content that’s part of this deal with Prime League.