PRIMARK MAKES ESPORTS DEBUT WITH CELEBRITY ESPORTS SUPERSTAR LEAGUE

Discount fashion retailer Primark has made its esports debut, entering a team in the Celebrity Esports Superstar League. 

Primark Legends, which will be one of six teams competing in the new tournament, will be made up of Love Island star Kem Cetinay, professional footballer Chelcee Grimes, and a randomly selected fan. 

Celebrity Esports Superstar League will see celebrity teams compete against each other across a variety of titles, from their own homes, giving viewers an insight into the lives of their heroes. Organisers say they will be providing all competitors with bespoke “plug and play” tech to ensure production quality and a minimal environmental impact. 

No information has been provided regarding the specific games the teams will compete on, but it is known that Celebrity Esports has been in talks with publishers including SEGA and Ubisoft. 

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!”

While 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!”

Primark Legends will be competing against teams including Grenade Squadron, Gorillas, and ‘Beast Mode On’. Other celebrities already confirmed for the league include pro boxer Tony Bellew, footballer Adebayo Akinfenwa, and dance group Diversity. 

AYO.NEWS says:

No one is expecting this to be a serious competition, but it should have a lot of entertainment value, and the celebrity factor is sure to get it plenty of exposure, raise the profile of esports, and attract new fans, so it’s all good.