Sports retailer Foot Locker sponsors Splyce’s European League of Legends team

The deal will span the Summer Split.

Photo via Riot Games

Splyce’s European League of Legends team has snagged a major sponsorship with footwear retailer Foot Locker.

Foot Locker will support the European League Championship Series team during the Summer Split. Splyce announced the partnership on social media today. “Splyce is excited to announce a partnership with Foot Locker EU, who will support our EU LCS roster in both lifestyle and performance as they pursue the Summer Split championship,” Splyce wrote on Twitter.

Related: K-Swiss designing a sneaker for Immortals esports teams

“This is a huge opportunity for the sneakerhead culture of gaming to see one of their favorite brands supporting their favorite team in League of Legends,” Splyce CEO Marty Strenczewilk told Dot Esports. “Footwear has had such a storied relationship with gaming and the sneakerhead culture is so pervasive in esports that this was a very natural partnership.”

Related: Team Vitality secures Adidas partnership

Strenczewilk noted that this is Foot Locker’s first investment in the esports space. The sports retailer has aligned itself with traditional sports in the past, but is entering new territory with its Splyce partnership. Terms of the deal were not disclosed.

Footwear companies are becoming increasingly interested in the esports market. Sneaker brand K-Swiss signed a deal with Immortals in April, which includes two esports-specific sneakers designed for the teams and their fans. In 2017, Team Vitality scored a deal with Adidas, but it wasn’t regarding shoes—the team, like North before it, wore Adidas logos on their jerseys.

The EU Summer Split kicks off on June 15. Splyce is entering the split with 50 championship points, which puts them in third place at kickoff. The team that wins the Summer Split will advance to the League of Legends World Championship in 2018.