G2 Esports announces major partnership with Adidas

15 Jan 2021

By: Sport Industry Group

Esports outfit G2 has announced a new major partnership with adidas, who will also become the team’s Official Sports Apparel Provider.

The sportswear giant will make the team’s 2021 Pro Player jersey and kit, while the pair say they will also collaborate on the release of a new lifestyle apparel collection, as well as create a range of content with its players and staff. 

“Today is a landmark day in G2 history,” said Carlos ‘ocelote’ Rodriguez, CEO, G2 Esports.

“To announce a partnership with a global sports brand like adidas is a truly special moment for all of us. To join the adidas family as one of their partners, alongside global brands such as Real Madrid, Manchester United and Bayern Munich is a real game-changer for us and the wider esports industry.

“Esports has been booming for a while, and 2020 was yet another superb year for its growth. As a lifelong gamer and now proud team owner, this partnership is truly a watershed moment and a childhood dream of mine. I could not be more stoked about the potential of this partnership between adidas and G2 throughout the next years.”

Björn Jäger, Vice President Brand adidas Central Europe added: “We are very proud of the new partnership with G2 esports, one of the leading entertainment organizations in the gaming industry. With this partnership we continue being a part of the growing gaming culture and are excited to tap into G2’s creativity and experience within this area. 

“As a Berlin-based brand with global relevance G2 will help us drive brand presence not only in our home market but also reach global gaming communities.”

Adidas will join the likes of BMW, Red Bull and Mastercard as a partner of the esports team, which fields teams across a number of titles including League of Legends, Fortnite, Rocket League and CS:GO.