Oakley Sets Sights on Growing Esports Market With Multi-Year Gaming Partnership Eyewear brand Oakley has been a mainstay in sports like beach volleyball, football and baseball. Supreme athletes like Patrick Mahomes, Lamar Jackson, Chloe Kim and Francisco Lindor make up the brand's roster. Now, the lens crafter is looking to establish itself in the esports
Esports Brands Reevaluate Relationships With Russian Entities Since Russia's invasion of Ukraine on Feb. 24, many gaming and esports brands have taken a public stance, whether through condemnations or donations. Events have been postponed and partnerships with Russian and Belarusian companies broken off. Ukraine's Deputy Prime Minister Mykhailo Fedorov has used Twitter to call on
What Verizon’s Super Bowl Strategy Shows About Blurring the Lines of Sports and Esports As Super Bowl ad spends continue to climb, with an estimated $435 million (nearly $100 million more than last year) spent during this year's Big Game, brands are looking for other ways to leverage the spectacle of the Super Bowl. One
Michael B. Jordan Joins the Call of Duty League as Esports Investor Some celebrities are quintessentially New York. Sinatra. Jeter. Biggie. From Central Park to Madison Square Garden, New York's brand is strong. And the sports teams in the city have some of the most fervent fans in the world. Andbox, a new multi-franchise esports
Esports Brands Are Now Focusing on Maintaining Players’ Health At the Nike Sport Research Lab in Beaverton, Ore., two young athletes are put through a gauntlet of tests. These aren't NBA rookies with new shoe deals or local university runners; they are esports players from Shanghai. Jian "Uzi" Zi-Hao and Zhen-Ning "Ning" Gao are two
Puma Joins Nike and Adidas in the Esports Apparel Sponsorship Chase Esports and sports are intertwined. Sports owners are running esports teams, football players are streaming on Twitch, and sports leagues are bolstering their digital counterparts. But, until recently, the major sportswear companies had only been testing the esports waters. That's changing quickly. At the
How Activision Blizzard Is Using Nielsen to Cut Through Faulty Esports Numbers As esports experience massive growth and are thrust into the mainstream, statements like "League of Legends had more viewers than [major sporting event]" become more common. Various esports events have been credited with dwarfing The NBA Finals, the Champions League and even the
