Posted in NEWS
January 16, 2021

G2 Esports reveals adidas partnership, PGL announces CS:GO Major | ESI Digest #25

G2 Esports reveals adidas partnership, PGL announces CS:GO Major | ESI Digest #25

Each week, ESI Digest breaks down the weekly happenings in the esports industry, making sense of things so you don’t have to. As well as being housed on YouTube, ESI Digest is available on all major podcast platforms and is also available in written form below.

This week on the ESI Digest, we cover G2 Esports’ deal with adidas, Ubisoft’s PayPal partnership, PGL hosting a CS:GO Major, Aerial Powers joining Team Liquid, plus 100 Thieves’ AT&T deal.

G2 Esports announces major adidas partnership

European organisation G2 Esports has announced a major two-year partnership with the global sportswear brand adidas.

The multi-year deal sees adidas become the sports apparel provider for G2, with the brand manufacturing the esports organisation’s 2021 jersey.

G2 has confirmed that in addition to providing technical merchandise for G2’s esports players, adidas will also work with the esports brand to release a lifestyle apparel collaboration.

Ubisoft renews PayPal partnership with Rainbow Six Esports

French game developer Ubisoft has renewed its partnership with online payment processor PayPal through to September 2022, the company announced on Thursday.

The agreement names PayPal as the official payment platform for multiple competitions across the Rainbow Six Esports circuit.

PGL to host 2021 CS:GO Major in Stockholm

Esports tournament organiser PGL has announced it will host the first Counter-Strike: Global Offensive Major following a two-year break.

According to the press release, the event will also be the first CS:GO Major to be broadcast in 4K.

The event will take place in Stockholm, which is the third time a Major has taken place in the country since November 2013.

Aerial Powers joins Team Liquid as brand ambassador

Aerial Powers x Team Liquid
Credit: Team Liquid

North American esports organisation Team Liquid has announced that former WNBA champion Aerial Powers has joined the organisation as an ambassador and streamer.

Specifically, Powers will represent the organisation as a brand and diversity ambassador, alongside streaming under the Team Liquid banner.

100 Thieves unveils AT&T as 5G and Fibre Innovations sponsor

100 Thieves x AT&T
Credit: 100 Thieves

North American esports organisation 100 Thieves has joined forces with American multinational conglomerate AT&T.

The multi-year deal will see AT&T become 100 Thieves’ official 5G and fibre innovations sponsor. Alongside sponsoring the entire organisation, AT&T has also been confirmed as a presenting sponsor for 100 Thieves ‘ VALORANT roster.


ESI Digest is part of ESI Network, a collection of podcasts encompassing the esports industry. For deep dives into the major areas of esports with subject matter experts, check out ESI Focus. For conversations with key personnel and major stakeholders in esports, ESI Insight is the series for you.

Published at Fri, 15 Jan 2021 16:40:59 +0000

CBLOL signs KitKat as a new sponsor for 2021 season

The Brazilian League Of Legends Championship, also known as CBLOL, has partnered with chocolate brand KitKat.

Credit: Riot Games

The partnership between CBLOL and KitKat will not be limited to just the domestic competition. Riot Games Brazil also announced that KitKat will be a partner during broadcasts of MSI (Mid Season Invitational), the League Of Legends World Championship and All-Stars. Further details have yet to be revealed. 

Carlos Antunes, Head Of Esports from Riot Games Brazil, commented on the partnership: “The new partnership with KitKat is the perfect way to premier our competitive season in League Of Legends. [Especially in] the same year that we launch the championship with the franchise system and we are making our next step to secure the future of CBLOL.

“Partnerships with companies like Nestlé, a well known brand and close to our community, are milestones in the world of Esports, showing not just the progress of electronic sports, but how much games are present daily in a relevant part of the Brazilian population.”

RELATED: Riot Games announces teams for CBLOL long-term partnership model

KitKat has joined the likes of Red Bull, Dell, Gillette and Mastercard as sponsors of CBLOL’s first competitive season under its new franchise model.

Patricia Nacamuta, Marketing Manager of KitKat in Brazil also spoke on the deal“As part of the brand strategy, KitKat wants to get closer to the gaming universe and explore the concept of ‘break’ at different times of the event, creating a long-term relationship for people to enjoy and connect with the brand. KitKat has been betting on this and, to become closer to Generation Z, it is something we want to build for years to come. ”.

CBLOL’s new sponsor will make its debut on January 16th, which is when the competition officially commences. 

Esports Insider says: For CBLOL, securing a new partner is a great way to start a revamped championship. KitKat is no stranger to the esports scene, however, the deal does see Nestle’s brand continue its esports expansion, with a focus now seemingly being put on Brazil’s ecosystem. 

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Published at Fri, 15 Jan 2021 16:30:37 +0000

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