eDivisie scores partnership with H&M Netherlands

13 November 2020


Multinational retail company H&M Netherlands and the official Netherlands FIFA esports league eDivisie have agreed on an official partnership for two seasons.

As a result of the partnership, the fashion brand will be visible at various times and in a variety of ways throughout the competition. Moreover, H&M will produce a high-quality video for the eDivisie community.

Image credit: H&M Netherlands / eDivisie

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H&M will be visible in the eDivisie, which starts on November 17th, during and after games and interviews.

Branded content, in collaboration with eDivisie players, will be produced later in the season. This content sees the players reveal their tips and tricks that will make them successful in their spare time, as well as in the game.

Laura Muscas, Head of Marketing and Communication at H&M Netherlands commented: “When you feel good, you perform better. A good outfit can definitely contribute to this. Partly for this reason, the eDivisie and H&M are a great match.

“The enormous reach of the digital football league makes the eDivisie an excellent partner for us to address a relevant group. We are very much looking forward to working with eDivisie to create appealing content that we can use to inspire young people.”

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In Amsterdam, the H&M store on Leidseplein was converted into an eDivisie environment, with players Bob van Uden and Marc Groenland, who represent FC Groningen and Fortuna Sittard, present to show their qualities.

The prize pool for this upcoming season of the eDivisie has doubled from last year’s pool of €50,000 (£44,868) to €100,000 (£89,735).

Arnoud Schonis, Project Manager eSports at the Eredivisie CV added: “In any collaboration, it is essential for a partner to achieve the predetermined objectives. I am convinced that together with H&M we will offer our community fantastic content and activations and see positive results at the end of this season.

Esports Insider Says: With the eDivisie rising in popularity over the last season, a sponsor as massive as H&M is sure to boost revenue and allow for bigger prizes for the FIFA esports community, which is something that EA has come under scrutiny for previously. This is a great deal for both sides, as H&M look to target a specific target audience, who they believe will be watching the eDivisie.