North American esports organisation Immortals Gaming Club has announced a partnership with Insurance company Progressive.
As a result of the partnership, Progressive has been named as the official insurance sponsor of the organisation’s League of Legends Championship Series (LCS) team.
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According to the release, both entities will collaborate on a range of initiatives, including special virtual gaming events, custom content and a ‘series of assets’ focused on the organisation’s Spring and Summer LCS splits.
“Immortals’ LCS team is excited and proud to partner with Progressive Insurance,” commented Jon Tuck, the CCO of Immortals Gaming Club. “Progressive is a leader in its field and aligns well with Immortals’ competitive spirit. We look forward to partnering with Progressive to bring our fans fun, unique gaming content as well as the competitive coverage our fans crave.”
The virtual gaming events will feature talent from Immortals’ roster of players, coaches and influencers, who will then form teams to compete with. Moreover, the multi-month initiative is expected to provide fans with opportunities to compete against those selected.
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Progressive joins the likes of the Toyota Dealers Association in Southern California, BLNQ, and ALL33, among others, as a partner of the Immortals’ LCS team. Earlier this month, the organisation expanded its partnership with Toyota to include the manufacturer’s San Diego County dealerships.
This isn’t the insurance firm’s first partnership in esports with the company previously sponsoring Super Smash Bros tournaments in 2019.
Esports Insider says: After dipping its toes into esports in 2019, Progressive looks to fully dive in with its latest partnership with Immortals. Alongside traditional activations, the partnership looks to provide unique sponsorship opportunities, as highlighted by Progressive and Immortals’ virtual gaming events. It’ll also be interesting to see how much the insurance company’s branding will be integrated into the LCS team’s assets.