Adidas is trying a new esports strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 18, 2021, 1:47 PM UTC

Unlike other sports sponsorship deals, Adidas has a media-partnership with the gaming and entertainment company G2.

The sport-apparel maker is producing more than its usual branded gear for G2 players. Adidas is also helping produce content for G2’s team of producers and influencers.

With G2 planning to become more like “Disney than Real Madrid F.C”, Adidas has an opportunity to reach a wide range of gamers. The German sportswear manufacturer hopes to go beyond its usual base, to get gamers who prefer Minecraft or follow tournaments like League of Legends.   

Adidas’ Björn Jäger said, “The partnership gives us authentic reach into gaming culture not only in our home market like Germany where G2 is based but also globally”.  WARC predicts overall sponsorship and advertising spend on esports would reach over $1 billion in the next two years.

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