In the past two years, the growing popularity of e-sports has brought the industry to the public's attention, and more and more sports brands are approaching the industry to cater to their fans.Since this year, Li Ning, Puma, Skecki and other sports brands have increased cooperation with e-sports teams.Previously, Nike, Adidas and 361° have already laid out their positions in this field.
The esports strategy of sports brands
Recently, Li Ning LNG and Read Literature Group's head IP "Full Master" jointly launched 12 co-themed Fashion clothes, "Full Master" protagonist Ye Xiu as the LNG brand trend ambassador honor.LNG is li Ning's high-end fashion sports line, launched in 2010.In 2019, Li Ning acquired the League of Legends Snake Rangers and renamed it LNG.LNG also officially became esports popular logo.
361° also signed a contract with QG esports Club last year, announcing its esports strategy and launching a special esports industrial production line, which includes off-field products aimed at spreading esports culture and in-field products aimed at improving esports athletes' performance.
In addition to sponsoring esports teams, 361 Degrees also features a store layout that promotes esports themes.In July last year, a 361° e-sports theme store was set up in Kunming, which is also the first home appliance sports theme store in China.Meanwhile, the 361°X crossfire joint product was officially unveiled.
It is reported that 361° theme store has a total of three floors, which can be said to create a new form of theme store integrating e-sports, interaction, display, sales, experience, watching games, new retail and other functions, firmly capturing the attention of young groups.In the 361° plan, in the future, the theme store of 361° esports will also carry out offline activities such as daily and weekly competitions, making esports and events attributes store labels, and creating an esports offline club that combines stores and clubs.
Many international brands rushed to the beach
In the recently held 2020 China e-sports urban development peak BBS and nanjing Hero long competitive conference, sports leisure brand, cage were formally to nanjing Hero long race, become 2020 KPL autumn officially designated athletic equipment partners, si cage for Hero long race * * * custom KPL autumn officially designated sports exclusive equipment, makes the exclusive fashion culture.
This year, Puma announced that it will expand its cooperation with China E-sports club.Puma has previously partnered with North American esport club Cloud 9 for league of Legends 2019 NORTH American LCS spring tournament, and AGO, a Polish esport club, to provide exclusive apparel.
As a leader in Sportswear, Nike is the most involved brand.As early as two years ago, RNG team star Jane Pride appeared in a Nike AD during the S8 esports competition.Last year, Nike and LPL launched an in-depth cooperation. During the four years of cooperation, Nike will become the official apparel partner of LPL, including apparel and shoe design in LPL division, LPL co-branded sports products and other derivative services.
Adidas sponsors Team Vitality, a French esports club, and teamed up with EA Sports and FIFA to launch branded virtual balls for its series of esports tournaments at the FIFA Global Esports Championship.Special edition esports concept number 4 shirts for Real Madrid, Manchester United, Bayern Munich and Juventus, etc.
Esports are forming a 100 billion market
Many sports brands at home and abroad have joined the e-sports market position, showing that the influence of e-sports has begun to develop to the "mainstream" in all parts of the world.
According to data from IMEDIA Consulting, the scale of China's e-sports market reached 98.22 billion yuan in 2019, and is expected to reach 109.56 billion yuan in 2020, indicating that the development of China's e-sports industry has entered an explosive stage.
Last year, China's Ministry of Human Resources and Social Security listed e-sports as one of a new wave of official careers.In recent years, from the Exhibition games of e-sports at the Asian Games to the promotion of e-sports as a professional sports category.Analysts believe that the entire industry from domestic to international, is gaining mainstream social recognition, esports tidal wave is coming."Both esports practitioners and audiences show the vitality and vigor of esports industry, and esports industry is constantly committed to exploring more Fashionable elements."
The number of esports users in China is expected to reach 400 million this year, with the backbone age group ranging from 17 to 25, according to the China Esports Business Insight Report 2020."Esports are becoming a good medium for brands to communicate with Chinese young people and a new way to socialize with mainstream consumers."Analysts believe that e-sports, as one of the emerging sports industry, has become a popular sport with a broad market prospect."The entry of sports brands into esports marketing drives esports to become a new growth point of the sports products industry."
