Clothing retailer H&M Netherlands will be supporting the official Dutch FIFA esports league, eDivisie, for two seasons.

The partnership will see the H&M brand gain exposure throughout the competition, both during and after games, and the fashion retailer will also create high-quality video content for fans. 

To celebrate the launch of the partnership, players Bob van Uden of FC Groningen, and Marc Groenland of Fortuna Sittard, played for fans at a specially kitted out H&M store on Leidseplein, Amsterdam.

Regarding collaboration Head of Marketing and Communication at H&M Netherlands, Laura Muscas, said:

“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.”

While Project Manager eSports at the Eredivisie CV, Arnoud Schonis, 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.”

The new season eDivisie kicks off on 17 November, with a prize pool of €100K – double that of last year. 

AYO.NEWS says:

With a significantly increased prize pool, and interest in FIFA esports surging around the world, the upcoming season should be the biggest yet for the eDivisie, so this should be a good call for H&M. 

Staying with FIFA in the Netherlands, last month Ajax launched its Gaming Academy mobile app, in partnership with cable network Ziggo, sportswear brand Adidas, and tech company Azerion.

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