Primark enters esports through Celebrity Esports Superstar League

Fashion retailer Primark has made its first steps into the esports industry after becoming the latest brand to create a team for the Celebrity Esports Superstar League.

The team, called ‘Primark Legends’, will include Love Island star Kem Cetinay and professional footballer Chelcee Grimes, alongside a randomly selected fan.

Image credit: Celebrity Esports

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Primark Legends is one of the six teams competing in Celebrity Esports’s new tournament. The competition, which is set to commence on April 1st, is looking to bridge the gap between the esports and entertainment sectors.

Leo Skagerlind, Celebrity Esports CEO commented: “Celebrity Esports is bringing gaming to a mainstream audience and we’ve opened the league up to the public so there’s an opportunity for fans to be involved too. 

“We’re excited to have Primark on board, their passion and enthusiasm for the series and our mission has been amazing. No doubt they will have a big fan base getting behind the Primark Legends team, and we’re looking forward to watching Kem and Chelcee battle it out against the other teams!”

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Primark Legends is the fourth team announced for the competition, joining the likes of Grenade Squadron, Gorillas and ‘Beast Mode On’. Some of the celebrities announced for the series include UK dance group Diversity, professional boxer Tony Bellew, and footballer Adebayo Akinfenwa.

Cetinay added: “I am so proud to be captaining the Primark Legends Team in the amazing new Celebrity Esports Series launching in April. As Primark MAN’s ambassador, I am delighted to hopefully lead the Primark Legends team to victory!”

Celebrity Esports has yet to reveal what games the teams will play, however, the firm has previously said that it is in talks with publishers such as Ubisoft and SEGA.

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Esports Insider says: Celebrity Esports’ new competition is certainly garnering a lot of attention from brands. The tournament appeals to non-endemic entities looking to make moves in the esports sector, albeit at a lower competitive level with a higher emphasis on entertainment.