Adidas signed a partnership deal with Lyon EDG, the China-based joint esports team of Ligue 1 side Olympique Lyonnais and Edward Gaming, according to Hongyu Chen of THE ESPORTS OBSERVER. This is the first time adidas has partnered with an esports organization in China. Financial terms of the deal "were not disclosed." Adidas will produce exclusive brand apparel and accessories for the team, which competed in the FIFA Online 4 Professional Champion Cup over the weekend in Shanghai. Nike is currently negotiating an apparel sponsorship deal with the Chinese League of Legends Pro League (TEO, 12/10).
STAYING TOGETHER: TEO's Andrew Hayward reported Activision Blizzard’s Call of Duty World League (CWL) announced an expanded partnership with headphone maker Astro Gaming. Astro has sponsored the CWL for the past three years, "but this season features an enhanced collaboration between the companies." Activision Blizzard also confirmed controller maker Scuf Gaming returned as a CWL sponsor (TEO, 12/7).
For more coverage of the business of esports, visit our partners, esportsobserver.com.