Multinational organisation Gen.G Esports has established a partnership with German athletic clothing brand Puma.
A tweet from the organisation states that the deal involves “Gen.G Korea,” the nation in which its League of Legends teams competes in.
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The deal will see Gen.G Esports and Puma work on “new [merchandise], collaborations, and experiences.” It’s said that all of the organisation’s players and content creators will receive Puma merchandise, though exact terms of the partnership – in terms of financials and its duration – have not been disclosed at the time of writing.
Puma joins the likes of Mercedes-Benz dealer Han Sung Motor, Benefits Cosmetics, Eastern Michigan University, Bumble, University of Kentucky, More Labs, Geekstar, DouYu, McDonald’s, Logitech G, Old Spice, SIDIZ, DESKER, and Silicon Valley Bank as a partner of the organisation.
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Last year, Puma entered esports through a deal with Cloud9 – specifically focusing on the organisation’s League of Legends team in North America. Later in the year, the deal was expanded to last for multiple years and include all of Cloud9’s teams excluding Overwatch League franchise London Spitfire.
The athletic brand also established deals with Polish organisation AGO Esports and Australian organisation ORDER in 2019.
Esports Insider says: Puma now has an esports presence in North America, Europe, and Asia – the three regions where the industry is as its most prominent. While it’s hard to get too excited over the deal without knowing the exact terms, it’s an indication that such agreements with athletic brands are becoming the norm in esports.