G2 Esports organisation have announced that they have agreed a new partnership with sportswear brand Adidas.
The new deal will see Adidas become the provider for all sports apparel for the German-based organisation and they will also manufacture the official jersey for G2’s 2021 season.
There is set to be a short film announcing the partnership, which will include the CEO of G2, Carlos Rodriguez, as well as several players.
Alongside sports apparel, Adidas will also provide all of the lifestyle apparel for the team and the partnership will mean G2 have exclusive access to Adidas’ World of Sport facility in Herzogenaurach, Germany.
Carlos ‘Rodriguez, CEO of G2 Esports 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. To join the adidas family as one of their partners, alongside global brands such as Real Madrid, Manchester United and Bayern Munich is a real game-changer for us and the wider esports industry.
"Esports has been booming for a while, and 2020 was yet another superb year for its growth. As a lifelong gamer and now proud team owner, this partnership is truly a watershed moment and a childhood dream of mine. I could not be more stoked about the potential of this partnership between adidas and G2 throughout the next years.”
Björn Jäger, Vice President Brand adidas Central Europe 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. As a Berlin-based brand with global relevance G2 will help us drive brand presence not only in our home market but also reach global gaming communities.”
Over the last few years Adidas has been investing more into Esports, having secured a multi-year deal in place with Team Vitality from France, which included a sneaker line. In 2019, they also signed a multi-year deal with Fortnite star Tyler ‘Ninja’ Blevins.
Author: Abraham Adebayo