Sports Partnership: Puma enters eSports sphere with Cloud9 apparel deal

Cloud9 and Puma have announced a thrilling new partnership for Cloud9’s North American League of Legends Championship Series (NA LCS) team for Spring Split. The signing is the largest eSports deal to date for PUMA, and is also a milestone, being a first-of-its-kind apparel partnership for Cloud9.

PUMA becomes the Official Apparel and the Official game-day Pants and Shoes provider of the Cloud9 LCS team, which by virtue of this agreement now joins other elite sports entities like AC Milan, Borussia Dortmund, Scuderia Ferrari and Red Bull Racing as the proud PUMA partners. Viewers worldwide will see Sneaky, Licorice, and all members of the LCS rosters in premiere PUMA gear week in and week out.

“ESports are becoming increasingly popular with our consumers, so this is a very exciting deal for us,” said Adam Petrick, PUMA’s Global Director of Marketing. “Cloud9 is poised to have a great LCS season, and we’re grateful for the opportunity to be a part of it. We look forward to working with the Cloud9 team to make sure their players look as stylish off-stage as they do on-stage.”

“We can’t think of a better way to kick off 2019 than with this incredible apparel partnership with PUMA,” said Jack Etienne, Cloud9 CEO & Owner. “PUMA is recognized throughout the world, and having Cloud9 join PUMA’s roster of cultural phenomenon denotes an exciting new chapter for our organization. All of us are looking forward to what we’ll create with this partnership, and how good we’ll look while doing it.”

Also Read: League of Legends most popular eSports game and tournament: ESC report

The deal also includes uniforms for team management, meaning Puma will be providing women’s apparel.

“This deal gives us ability to be a part of more things our kids love, and that’s how our brand moves the culture forward,” said Matt Shaw, head of digital marketing for Puma, speaking to the ESports Observer. “Cloud9 is really uniquely posed to help us do that.”

Weavr lands £4m to develop eSports broadcast tech. The deal will initially cover the 2019 spring LCS season, although the two parties are open to expanding their collaboration in the future.

“There’s a lot of potential for growth on both sides, so we’re ecstatic that this is only the beginning of the partnership,” added Jordan Udko, Cloud9’s head of partnerships.

Cloud9 was recently ranked by Forbes as the world’s most valuable eSports organisation with a mammoth valuation of $310 million.

Also read: World’s most valuable eSports organisatons: Forbes

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