G2 ESPORTS SECURES MAJOR APPAREL PARTNERSHIP WITH ADIDAS

Berlin-based G2 Esports has signed a two-year partnership with global sportswear brand adidas. 

The deal makes adidas the official sports apparel provider for G2, with the company providing the 2021 player jersey and set to collaborate with the organisation on a new lifestyle apparel collection. 

G2’s new adidas-made jersey will feature adidas’ AEROREADY technology, to help keep the fabric dry and breathable, and interestingly will also include a “subtle hologram image” of Carlos Rodriguez – G2’s Founder and CEO. 

As an added benefit, the collaboration will also provide G2 with access to adidas’ World of Sports Arena, in Herzogenaurach, Bavaria. 

Commenting on the partnership, Rodriguez said:

“Today is a landmark day in G2 history. To announce a partnership with a global sports brand like adidas is a truly special moment for all of us.

“Esports has been booming for a while, and 2020 was yet another superb year for its growth. I could not be more stoked about the potential of this partnership between adidas and G2 throughout the next years.”

While Vice President of adidas Central Europe, Björn Jäger, added:

“We are very proud of the new partnership with G2 esports, one of the leading entertainment organisations in the gaming industry. With this partnership we continue being a part of the growing gaming culture and are excited to tap into G2’s creativity and experience within this area.”

Adidas is joining G2 Esports’ extensive list of partners, which includes BMW, Logitech G, Red Bull, AOC, Philips, nicecactus, Pringles, Mastercard, Secret Lab, AORUS, Domino’s, AIMLAB, Twitch, Seasonic, and paysafecard. 

The organisation currently fields rosters in League of Legends, CS:GO, Rainbow 6 Siege, VALORANT, Rocket League, Fortnite, and sim racing, and has an extensive line-up of content creators. 

Adidas also has partnerships in place with French esports organisation Team Vitality, and in 2019 teamed up with Team Heretics. 

AYO.NEWS says:

Clearly adidas is realising the value of esports to connect with the massive, and rapidly growing, global gaming community, and this deal is yet another impressive commercial partnership for G2 Esports. 

Other sportswear brands, including Nike, Puma, and Kappa, have also been increasing their investment in esports sponsorships over the past couple of years, and we expect this to continue for the foreseeable future. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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