G2 Esports Secures Multi-Year Deal With adidas

Berlin-based esports organization G2 Esports announced Thursday a new partnership with global sportswear brand adidas. The multi-year deal will see adidas become G2’s sports apparel provider as well as the manufacturer of the G2 jersey for the 2021 season. The jerseys will include a “subtle hologram image” of G2’s outspoken CEO, Carlos Rodriguez. Rodriguez and several players will appear in a short film announcing the partnership.

The companies will also collaborate on lifestyle apparel.

Additionally, G2 will receive exclusive industry access to adidas’ World of Sports facility in Herzogenaurach, Germany.

Financial terms of the deal were not disclosed.

Adidas has steadily increased its investment in the esports space in recent years. The company has a multi-year partnership in place with French organization Team Vitality which includes a co-branded sneaker line. In 2019, adidas signed a multi-year deal with influencer Tyler “Ninja” Blevins and partnered with esports organization Team Heretics.

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