Ellevens Esports, a U.K-based esports organisation co-owned by Tottenham Hotspur player footballer Gareth Bale and 38 Entertainment Group, has announced Duracell as its official team sponsor for the 2020/2021 season.
The partnership is part of a new Duracell campaign to increase their efforts to appeal to gamers through an exciting series of in-game and digital initiatives that launch this month.
This partnership between Ellevens and Duracell will see a sponsored kit appear in FIFA 21 Ultimate Team, with Duracell’s branding – the first time the company has ever promoted its brand in-game this way.
Ellevens Esports launched in February 2020, initially debuting in FIFA. The organisation’s first season saw the team enjoy success, finishing second in the FIFA eClub World Cup – as well as running a Rocket League side that won seven championships throughout the year.
Luke Anderson, Marketing Manager at Duracell UK & Ireland commented: “We know gaming is fast becoming the most popular form of entertainment, not just in the UK, but around the world. Something that has only been accelerated by the events of the last seven months.”
Gareth Bale also posted across his social media platforms regarding the deal: “Happy to announnce that @Duracell has joined Ellevens this season, to help us Power On through extra time and beyond #PowerOn”.
Alongside the FIFA Ultimate Team branding, supporting it will be a new ’10-second spot’ designed to target gamers.
Jonathan Kark, Co-Founder of 38 Entertainment Group added: “We are delighted to announce Duracell as Ellevens’ official sponsor for the 2020-2021 season. This illustrates the growth and awareness the gaming sector is experiencing, resulting in an increased exposure of brands to the space. The Ellevens team is excited to be working with a globally recognisable brand such as Duracell.”
Esports Insider says: Duracell is a massive coup for Ellevens, as it is one of the largest brands in its field. Not only is this fantastic for the organisation, it is great for the esports scene in general – showcasing how big brands are willing to get their teeth stuck into the esports industry.