BusinessSponsorships Puma, Cloud9 Plan Full Retail Play Under Multiyear Extension by Ben Fischer May 31, 2019 written by Ben Fischer May 31, 2019 Mentioned in this article Puma has signed an expanded sponsorship with Cloud9 esports, locking in a multiyear deal to develop a full apparel collection, and claim the apparel/footwear category for the entire organization except for its Overwatch League franchise. Precise terms were not disclosed, but the parties said it is an “eight-figure” deal. The prior Puma-Cloud9 deal, announced in January, only covered the League Championship Series (LCS) League of Legends team for the spring season. Cloud9 lifestyle apparel will be available by September on Puma and Cloud9’s websites to start, and in the Puma flagship store in New York. The goal, said Puma team head/digital marketing & gaming Matt Shaw, is to have the Cloud9 line across Puma’s global retail channels by early summer of 2020. “This is a big step in a new direction and one we’re really excited to take,” Shaw said. Puma will also be developing custom products for Cloud9 team members to be worn “off stream and on stream,” Shaw said. The deal is limited by Riot Games’ league-level apparel deal with We Are Nations, which produces and sells LCS jerseys that include a Puma logo, and by the Overwatch League’s league-level apparel deal with Fanatics, which blocks Cloud9’s London Spitfire team brand from Puma. The Puma logo also appears on a generic Cloud9 jersey. Under this deal, Puma will make all Cloud9 kits other than LCS. Cloud9 is counting on Puma’s retail presence and brand to help the gaming brand cross over into the mainstream, said head of sales Jordan Udko. Shaw said esports helps Puma relate to a younger demographic too. “It’s like basketball when we were first entering,” Shaw said. “While we will definitely sell basketball shoes, what we’re trying to do is be culturally relevant. This is very much in the same vein.” Ben Fischer is a staff writer for Sports Business Daily, where the story first appeared. apparelbrandingCloud9GlobalLCSleague of legendsLondon SpitfireOverwatch LeagueowlPUMA Source link Cloud9ExtensionFullMultiyearPlanPlayPumaRetail 0 comment 0 FacebookTwitterPinterestEmail Ben Fischer previous post Dreamhack Masters Dallas 2019 Predictions (Group A) – esportsjunkie next post Dignitas announce Caffeine as its exclusive broadcast partner Related Articles Freaks 4U Gaming acquires ProGaming Italia – ARCHIVE –... November 29, 2022 Super League Gaming partners with Trovo for Mobcrush... November 29, 2022 NRG Esports reveals first activation plans for The... November 28, 2022 FaZe Clan selects HyperX as official gaming microphone... November 28, 2022 Schalke officially sells LEC slot to Team BDS... November 26, 2022 Ford Models to participate in Esports Fashion Week... November 26, 2022 Leave a Comment Cancel Reply Save my name, email, and website in this browser for the next time I comment.
