The NUEL establishes partnership with Levi’s

07 October 2020


UK-focused university esports organiser The NUEL has announced the establishment of a partnership with clothing brand Levi’s.

The deal will see Levi’s serve as a main sponsor of The NUEL’s upcoming Winter 2020 season.

The NUEL Levi's
Credit: The NUEL

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To activate the partnership, Levi’s branding will be displayed on The NUEL’s website, social media channels, and broadcasts. There’s also the potential for “further collaborations” throughout the season, though they have been not been detailed at the time of writing.

Josh Williams, Founder and Managing Director of The NUEL, spoke on the deal in a release: “This is quite a watershed moment in many ways. Partnerships like this will only help elevate university esports further, and we’re delighted to have the opportunity to work with Levi’s.”

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At the time of writing, Levi’s is displayed alongside Twitch Student on The NUEL’s website. Earlier this year, the university esports organiser partnered with Amazon to launch Amazon University Esports in the UK, Spain, and Italy.

Levi’s launched the ‘Esports Collective supported by Levi’s’ in July, in an effort to bring the esports community together and “give them a voice.” At the same time, it entered a deal with Prime League, the official League of Legends competition for the DACH region.

Esports Insider says: The NUEL has done a great job in bringing in major companies such as Amazon and Levi’s to support its cause, elevating the state of esports in universities across the UK. We’re intrigued to see any additional activations that may come from this collaboration.

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