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Marketing and Sponsorship

Adidas Approaching G2 Sponsorship Like Celeb/Media Deal

Adidas is "all in" on esports organization G2 -- for the next two years, at least -- but "unlike other deals in esports, this one resembles the brand partnership Adidas usually brokers with celebrities and media owners, not the kit deals it has with sports organizations," according to Seb Joseph of DIGIDAY. In fact, the deal was "brokered by the entertainment and influencer marketing team rather than the sports marketing." There will be the "customary Adidas branded gear for G2 players to wear as well as ... a lifestyle apparel collaboration," but there also will be a "focus on content produced by G2’s team of internal producers and influencers." G2 stars are "decked out in Adidas Originals lifestyle attire but the logo attached to the partnership is the three stripes branding used for its performance assets like footballers and other professional athletes." While G2 is "currently known as a team of professional gamers, it wants to become a media business focused on video games." So, rather than "only funding the gear the team wears, Adidas could do the same for the content around it." From podcasts to reality TV shows, original shows to lifestyle content, G2 Esports CEO Carlos Rodriguez said that G2 "plans to be more like Disney than Real Madrid." Joseph noted this gives an advertiser like Adidas an "opportunity to reach a broad spectrum of gamers via G2" (DIGIDAY.com, 1/18).

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