Logan McLean, Esports Advisor, for NGame Esports talks about the Adidas and EA Sports partnership.
Sportswear giant Adidas has partnered with EA Sports’ FIFA Global Series for 2020, with the official match ball being unveiled. What makes this a good move for Adidas?
Adidas is a dominant force in world sport, with pre-existing relationships at FIFA and EA due to the relevance of their brand in world football. It comes as no surprise to see Adidas eager to continue the growth of their brand across different markets, with a progression in esports making sense as Adidas has already involved themselves at multiple intersections of the esports ecosystem.
How should Adidas measure this partnership?
Adidas will be keen to track viewer data through the linking of FIFA players Electronic Arts and Twitch accounts. Adidas will also track data relating to the amount FIFA 20 Ultimate Team packs opened on average by a player, and other various metrics to track the popularity and performance of their introduced match ball.