The famous sports brand will be present on all of the team’s jerseys.
French esports organization Team Vitality has secured a one-year deal with adidas France.
The club, which fields rosters in League of Legends, Overwatch, Call of Duty, and other games, has announced its partnership with the popular sports brand earlier today. The adidas logo will be displayed on all of the team’s jerseys, including the EU LCS squad’s.
“It’s a good deal, not our biggest,” Nicolas Maurer, Team Vitality’s founder and owner, told Dot Esports. “We'll send players to Adidas events, they'll invite us to specific events too, and they'll showcase our teams on their social networks. The goal of the deal is to do more than just clothes and branding.”
Last year, Team Vitality secured French cable television channel Canal+ as a sponsor and partnered with video-sharing website Dailymotion. The organization also partnered with Omen by HP, SteelSeries, Microsoft-owned Xbox One, and Burn Controllers.
It’s the second time in as many weeks that Adidas has partnered with an esports team. F.C. Copenhagen’s recently acquired CS:GO team, North, displays the company’s logo in its jersey as well. Adidas is the largest sportswear manufacturer in Europe and, alongside Nike, one of the biggest in the world.
Update Jan. 9 12:50pm CT: Nicolas Maurer clarified that he only meant the deal was not the company's "biggest" in terms of total amount of money involved. “I don’t want to be misunderstood as ‘it’s not our best deal,’" he said. "But rather ‘it’s not the biggest in terms of financial volume.'”
Jan 19 2017 - 4:07 pm
Esports aren't selling out, they're just making money—and fans need to learn the difference
If you want esports to grow, you've got to accept that businesses need to make money.
A couple of hours into ESL One Genting earlier this month, host Paul “ReDeYe” Chaloner announced the event’s sponsors. The response was entirely predictable: People complained. Lots of them. Chaloner was sick of it.
It’s almost a guarantee at this point. As soon as an event host does what he or she is contracted to do—give sponsor shout-outs—viewers get angry. “Sell-out!” they cry. Different occasion, same idiocy: A news outlet publishes an article with a headline that makes readers actually want to read it. “Clickbait!” they mourn.
In either case, I can’t help but think: “Are you serious?”
You want to enjoy your content without these so-called “sell-outs?” Well, in turn, you’d have to pay for access. You don’t want to pay? Stop complaining, then. There we have it. Easy as that. I could stop writing at this point—’nuff said—but I won’t. I can’t escape the feeling that many esports enthusiasts simply don’t get it. So, I’m going to shine a little light on the economic necessities.
Numbers on the global esports market are contradictory. Depending on which analyst you believe, the total market was valued somewhere between $500 million to $1 billion in 2016. Tellingly, there’s less discrepancy when it comes to the share of sponsorships and advertising. About 70 percent of the market is “indirect revenues,” or simply put, brands spending money for ads and sponsor appearances.
That’s a huge chunk of the money that’s floating around in esports. Sure, traditional sports are loaded with ads and sponsors too. Formula 1 driver suits are plastered with brand logos, NBA broadcasts display more ads than action, and a lot of people only watch the Super Bowl because of its hilariously expensive commercials. These sports all have something else in common, though. Highly profitable sources of revenue like merchandise, ticket sales, and—most importantly—TV deals.
Esports hasn’t established these sources of income to the same extent—yet. And the industry even shies away from it to some degree. That’s reasonable. Nothing is more cringeworthy than a stadium-event without a crowd, which is why tickets are still comparatively cheap. The same holds true for merch. “Better sell some than none” seems to be the dominant motto for most orgs. TV deals for exclusive broadcast rights are barely heard of, though many are clearly in the making.
One of the reasons for all this is deeply grounded in how most fans—the millennials—grew up using the internet. They’re used to online access to everything, instantly, and for free. This is where the conflict stems from. The fans want esports to be entertaining. They want a flawless production from the organizer, high-end performances from the players, and thrilling storylines from the media. But they don’t want to pay for it.
Everything comes at a price, though. Today, esports is part of the mass media entertainment industry. It’s not a hobby. It’s not predominantly relying on passion anymore, it depends on money. For many, it has become a career that’s supposed to pay the bills. Which is great! It’s a dream come true for a generation of gamers and nerds.
As fans, it’s equally awesome. They’re lucky enough to be able to enjoy esports almost 24/7. Esports is always on. But someone has to make that happen. Someone needs to prepare those puns you laugh at, someone has to gather those statistics you wow at, and someone has to practice again and again to impress you with amazing skills. It’s work. A lot of work. And thankfully, it’s paying people more or less competitively nowadays. That wouldn’t be possible without you looking at an ad or logo every once in awhile. To me, it sounds like a fair trade.
So, the next time you feel the need to shout “sell-out,” better stay quiet and be grateful that someone else paid for what you enjoy.
Jan 19 2017 - 2:30 pm
Indian billionaire and sports club owner set to invest $15 million into esports
He helped to turn Kabaddi into India’s second most watched sport. Now, he's eyeing esports.
Indian self-made billionaire Ronnie Screwvala knows how to transform a fringe sport into a spectator sport. He was vital in turning Kabaddi, an ancient Indian contact sport, into the country’s second most watched sport. Now, he’s looking to do the same thing with esports. Screwvala is set to invest about $15m into the launch of India’s first major esports league, according to reports in multiple national news outlets.
The “UCypher” league will feature 10 teams competing in PC, console, and mobile games. Neither the teams nor the games were revealed, yet. Dota 2, Counter-Strike: Global Offensive, FIFA, and Clash of Clans are likely to be the frontrunners for selection, according to Indian sports news Sportskeeda, which spoke with a player familiar with the situation.
The first of two annual seasons is set to start in May. His company, USports, which is running the league, is in talks with TV stations to negotiate broadcast rights.
Screwvala’s media conglomerate UTV, founded in 1990, produced some of Bollywood’s most successful blockbusters and was responsible for starting the careers of many of today’s biggest Bollywood stars.
In 2012, Disney completed the acquisition of UTV in a $454 million deal, a process that began in September 2006 with taking over a 14.9 percent stake. Screwvala left the company in 2013 to focus on private equity investments in ecommerce and philanthropy programs in higher education.
Screwvala is also owner of U Mumba, a Mumbai-based Kabaddi team participating in the Pro Kabaddi League (PKL). The league was founded in 2014 but quickly established Kabaddi as India’s second most watched sports after cricket. PKL clubs received popular funding from some of Bollywood biggest movie stars, partially due to Screwvala's efforts and networking.
Esports in India is still small by international measures but has high-potential for growth, attracting the interest of brands like PepsiCo, Flipkart, and BenQ, which all hosted esports events last year. European esports tournament organizer ESL, meanwhile, launched the ESL India Premiership, the country’s first annual tournament series boasting a record prize pool of $64,000.
That figure that easily could be dwarfed thanks to Screwvala’s deep pockets. Assuming he and his peers from USport did their homework, India’s esports scene will witness a heavy boost this year.
After all, for someone who helped transform an ancient sport into a national pastime, taking esports to the mainstream shouldn’t be a big deal.