How e-sports apparel will help brands differentiating
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The popularity of sports apparel with Millennial and Gen Z consumers makes partnerships with esports teams a likely emerging trend, according to a new report.
The recent Sportcal analysis, Sponsorship in the Apparel Sector, showed that esports apparel deals tripled last year within the industry, citing significant deals made by Adidas and Nike with a combined value of US$600 million.
“Esports continues to defy expectations,” said Wiacek Sportcal, head of analysis and consulting at GlobalData’s Sportcal. “With brand sponsorship already a crucial part of the sports revenue, it is perhaps no surprise to see that esports has followed traditional sports in exploring the viability of kit deals.”
He said that while Nike and Adidas make for natural partners, esports apparel opportunities are appealing beyond the traditional ‘kit suppliers’ with the likes of Louis Vuitton building partnerships in this space.
“With nearly half the esports audience based in Asia, many brands see esports as a way of reaching this fan base. While Louis Vuitton is already present in China specifically, the ability to partner with esports engages both the younger audience and the countries’ growing middle class.”
Wiacek concluded that developing technological solutions to engage modern audiences could prove a game-changer for the sector.
Questions & Answers
Q.What evidence is there that esports apparel partnerships are an emerging trend?
What evidence is there that esports apparel partnerships are an emerging trend?
A Sportcal report indicates that esports apparel deals tripled last year. Major deals by Adidas and Nike, worth US$600 million, demonstrate this growing trend within the industry.
Q.Which specific consumer groups are driving the popularity of sports apparel?
Which specific consumer groups are driving the popularity of sports apparel?
The popularity of sports apparel is primarily driven by Millennial and Gen Z consumers. Their interest makes partnerships with esports teams a likely emerging trend for brands.
Q.Why are non-traditional kit suppliers, like Louis Vuitton, interested in esports apparel partnerships?
Why are non-traditional kit suppliers, like Louis Vuitton, interested in esports apparel partnerships?
Non-traditional suppliers see esports as a way to reach new audiences, particularly in Asia where nearly half the esports audience is based. This allows them to engage younger consumers and the growing middle class.
Q.What is the combined value of the significant deals made by Adidas and Nike in esports apparel?
What is the combined value of the significant deals made by Adidas and Nike in esports apparel?
Adidas and Nike have made significant deals in the esports apparel sector with a combined value of US$600 million. These deals were highlighted as evidence of the industry's growth.
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