The reputed League of Legends team Immortals has scored a sponsorship from a seemingly unlikely partner -- underwear company MeUndies.
MeUndies has been looking to change the way people shop for underwear by making the process fun and satisfying, and they've now decided to reach out to the gamer demographic by sponsoring one of the most well-known professional esports teams within the League of Legends franchise.
The sponsorship is being promoted through a hilarious ad which features the members of the Immortals themselves in a 1970s television dating show video.
The sponsoring of a League of Legends team by a disruptive underwear company is proof of the growth of professional gaming, since it speaks to the entry of non-typical sponsors (gaming brands, gadget manufacturers and computing companies) into the esports branding realm.
What's Driving This Trend
- Non-typical Sponsors
- Disruptive companies are entering the esports branding realm with non-typical sponsorships, such as an underwear company sponsoring a League of Legends team.
- Gaming Sponsorships
- Sponsorships from companies outside the gaming industry are becoming increasingly common in the world of professional gaming.
- Demographic Outreach
- Companies are exploring new demographics to reach a wider audience and broaden their brand appeal, such as an underwear company sponsoring a gaming team.
Who This Affects Most
- Professional Gaming
- More non-typical sponsors are entering the professional gaming industry to take advantage of its growth and reach a new audience.
- Underwear Industry
- The underwear industry has an opportunity in exploring new markets by sponsoring various events and activities.
- Marketing Industry
- Marketing companies can help bridge the gap between non-typical sponsors and industries they want to enter, such as the gaming industry.
