Apparel Brands in Esports: Sponsorship Market Evolution

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Discover how apparel brands have seized the opportunities in the world of competitive gaming.

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In a world where the lines between reality and the virtual are blurring, one industry stands at the forefront of this digital revolution: esports. And in the heart of this rapidly growing world, one factor is increasingly being recognized as crucial – brand partnerships.

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The Origin of Esports Apparel

In the earliest days of esports, teams turned to jerseys and shirts as a canvas to display brand logos during live events and on stage. While some jerseys sported logos from famous brands like Adidas, these teams weren't directly affiliated with these giants; they merely donned these branded jerseys, shirts, or hoodies for their appearance, inadvertently offering these apparel brands valuable exposure. However, as the esports industry matured and embraced more professional brand partnerships and sponsorships, a significant shift occurred. Teams began favoring non-branded apparel collections to open up ad space for other partners. This humble beginning marked the inception of a fascinating journey that would transform the relationship between apparel brands and esports.

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The Fashion Evolution

Gone are the days when esports teams sported simple branded tees. As the industry gained momentum in the late 2000s, clothing brand partnerships emerged, transforming the esports landscape. Today, brands like PUMA, Nike, adidas, and Champion have taken the stage, not only bringing in substantial revenue but also shaping brand identities and connecting fans to their favorite teams. These partnerships have become the bridge that connects the world of traditional sports with esports, elevating its mainstream acceptance.