Evan Tipton, Esports Advisor, for NGame Esports shares his perspective about the recent partnership between Team Vitality and Adidas.
Team Vitality Perspective
Team Vitality is well known within the European circuit, although they have not done much to stick out from the pack. With this new partnership, Team Vitality can hopefully create a distinct brand for themselves and their fanbase. In addition, this should increase face value and an overall brand worth.
Vitality has plenty of teams spread across some of the biggest games in esports, raising their brand awareness will help them increase their status as an organization. Working with big names can bring even more sponsorships to your door, which will bring more revenue to the organization. This will allow Vitality to reinvest in their players or sponsor them for more tournaments. They could also invest their earnings into development and invest in potential talent. Making more significant moves like this can help set Team Vitality as a pillar of the esports community within Europe. A collaboration like this is something we see from Team SoloMid within the states.
Adidas has made a brilliant move investing in esports with Team Vitality. This is something we have already seen with other large brand companies such as Champion and Nike. It was only a matter of time before they entered the market. This was a smart move, because now they have sources and friends within the industry, allowing them to hopefully market more within the European scene, and can invest in more teams. If Nike or Champion were to have a stranglehold on this market, they could have potentially lost a lot of brand awareness and desirability among the gaming market. Thanks to the already popular outlook on Adidas within Europe, it will only accelerate their rise within esports.
Adidas has made a minimal overall investment and will see an excellent return on that investment. I believe the esports industry has a lot of influence on social media and the global market. Most social media platforms today hold more power than people realize. After investing in popular content creators like Tyler “Ninja” Blevins Adidas is taking a direct road to become the brand associated with esports and gaming. The more Adidas works with other companies and organizations, the easier they can break into the market.
Overall this move to connect Team vitality and Adidas is an overall win for both companies. Furthermore, it is an excellent move for the esports industry. Having more recognizable faces attached to esports and gaming, the easier it will be to expand the industry and its potential reach within the future. I genuinely believe this is the start of something big, and over the next few years, we will see more endemic and non-endemic brands rushing to esports as they see just how large the market is. Thanks to companies like Red Bull, Champion, Nike, Adidas, Mastercard, and State Farm, esports is rapidly becoming a global phenomenon that can no longer be ignored.