Esports partnerships and sponsorships highlights for June 2020

Each and every month, dozens of partnerships and sponsorships are announced in esports. It’s hard to keep track of every development if you don’t follow Esports Insider religiously, but even then, there’s a lot of content to consume.

To make things easier, Esports Insider has hand-picked a selection of the most impressive, surprising, and noteworthy deals that were announced in June 2020.

Cloud9 partners with Excel Esports shareholder Guinevere Capital

Cloud9 London Spitfire Guinevere Capital
Photo credit: Overwatch League

North American organisation Cloud9 entered a strategic partnership with Guinevere Capital, a minority shareholder in Excel Esports.

The partnership will see Guinevere Capital take logistical control over Kings Row LLC, a subsidiary of Cloud9 that operates Overwatch League franchise London Spitfire and Contenders team British Hurricane.

Read the full article here.

Team Liquid to stream on HUYA through 2022 with deal extension

Team Liquid HUYA 2022
Image credit: Team Liquid

Multinational organisation Team Liquid extended its exclusive streaming partnership with Chinese platform HUYA through 2022.

As part of the extension, new faces from under the Team Liquid banner will stream for the first time on the platform.

Read the full article here.

Prime League gets stylish with Levi’s partnership

Prime League Levi's
Image credit: Prime League

DACH region League of Legends competition Prime League 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.”

Read the full article here.

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MAD Lions gears up with Kappa partnership

MAD Lions Kappa
Photo credit: Riot Games

Spanish brand MAD Lions, owned and operated by OverActive Media, entered a partnership with Italian sportswear brand Kappa.

The deal will see MAD Lions’ teams in League of Legends’ LEC and Superliga Orange, as well as Counter-Strike: Global Offensive’s Flashpoint, wear Kappa apparel.

Read the full article here.

Gen.G Esports establishes partnership with Puma

Gen.G Esports Puma
Screenshot via: Gen.G Esports

Multinational organisation Gen.G Esports established a partnership with German athletic clothing brand Puma.

The deal will see Gen.G Esports and Puma work on “new [merchandise], collaborations, and experiences.” It’s said that all of the organisation’s players and content creators will receive Puma merchandise, though exact terms of the partnership – in terms of financials and its duration – have not been disclosed at the time of writing.

Read the full article here.

LEC doubles down on partnership with KitKat

LEC KitKat Summer 2020
Credit: LEC

Riot Games retained Nestlé brand KitKat as a partner of its European league, LEC, for the upcoming Summer Split.

KitKat originally joined the LEC as a sponsor of the Spring Split, sponsoring the pauses in the competition’s broadcasts.

Read the full article here.

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Evil Geniuses names Motorola official smartphone partner

Evil Geniuses Motorola
Image source: Evil Geniuses

North American organisation Evil Geniuses partnered with telecom brand Motorola for the upcoming LCS Summer Split.

Motorola will be the presenting partner and official smartphone of both the Evil Geniuses LCS and Academy teams, calling attention to the new Edge+ smartphone. The length and financial terms of the agreement were not disclosed.

Read the full article here.

PSG enters Pacific Championship Series with Talon Esports alliance

Talon Esports PSG
Credit: PSG

PSG Esports, the esports arm of the French football club, partnered with Talon Esports to enter the Pacific Championship Series (PCS).

A combination of the well-regarded League of Legends Masters Series and Legends SEA Tour, PCS is composed of teams from Taiwan, Hong Kong, Macao, Thailand, Singapore, Malaysia, and the Philippines.

Read the full article here.

Complexity launches The Lab developmental program with We Are Nations

Complexity Gaming We Are Nations The Lab
Credit: Complexity Gaming and We Are Nations

Complexity Gaming and We Are Nations came together to create ‘The Lab,’ a dedicated facility to create esports performance gear.

The Lab will see Complexity Gaming’s players measured on biometric data, function, comfort, and mobility to create suitable performance apparel.

Read the full article here.

Gucci enters esports with Fnatic-inspired watch

Fnatic Gucci Rekkles Watch
Photo credit: Fnatic

Italian luxury fashion brand Gucci officially stepped into the world of esports through a collaboration with British organisation Fnatic.

The watch, which costs £1,150 and is available exclusively through Gucci’s website, has Fnatic’s logo on the dial at the 6 o’clock marker and features a black & orange dial and bezel. According to the announcement, “the archival code mirrors both the initials of Guccio Gucci and the gaming slogan, ‘Good Game.’”

Read the full article here.

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