New Balance and gaming platform Rival are working together to create a new community tournament series. Fans will get the opportunity to compete in the first Rocket League tournament for a chance to win New Balance apparel and footwear. The tournament is scheduled to take place in the spring.
Since its founding in 2019, Rival has collaborated with a range of traditional sports teams in an effort to unite the worlds of esports and traditional sports. The competitions will provide the public with exclusive access to the New Balance brand through athletes, ambassadors, and exclusive merchandise.
“The world of gaming is an increasingly important medium due to the sense of community and connectivity that the experience fosters. We are excited to formally announce a relationship with Rival to bring unique and immersive gaming tournaments to consumers," said Chris Davis, New Balance CMO and SVP of Merchandising.
Image Credit: Rival, New Balance
Key Themes Behind This Trend
- Community Gaming Tournaments
- More brands will collaborate with gaming platforms to create community gaming tournaments to boost brand awareness and foster greater community engagement.
- Esports and Traditional Sports Alliance
- More esports and traditional sports collaborations will happen to bring the two worlds together, deepen viewership, and expand brand opportunities.
- Exclusive Access to Brands Through Athletes and Ambassadors
- Brands will use athletes and ambassadors to deliver exclusive access to their merchandise and drive brand interest among gamers.
Where This Applies
- Sports Apparel and Footwear
- Sports apparel and footwear brands will continue to leverage community gaming tournaments to showcase their products and engage fans.
- Gaming Platforms and Esports
- As esports and gaming platforms continue to grow, more opportunities for brand sponsorships and collaborations will emerge.
- Traditional Sports Teams
- Traditional sports teams and leagues will continue to forge partnerships with gaming platforms to tap into the growing esports market and deepen fan engagement outside of traditional game broadcasts.
