Puma Enters The eSports Marketplace

Kathryn Kuchefski
Nov 7 · 4 min read
https://www.adweek.com/brand-marketing/puma-joins-nike-and-adidas-in-the-esports-apparel-sponsorship-chase/?utm_content=position_7&utm_source=postup&utm_medium=email&utm_campaign=AdFreak_Newsletter_191016170921&lyt_id=119044

Major sportswear companies had been hesitant to enter the eSports marketplace. However, the eSports industry has seen such tremendous growth over the past few years in terms of both revenue and viewership that the trend is most certainly changing. In 2018 the total audience size grew to 380 million — 215 million occasional viewers and 165 million avid viewers. Newzoo predicts by 2021, the annual growth rate will be approximately 14%, with a total audience of 557 million (307 million casual viewers and 250 enthusiasts).

https://influencermarketinghub.com/growth-of-esports-in-2019-stats/

Therefore it is no surprise that Puma decided to get in on the action with their first official eSports partner, North American eSports organization Cloud9. Puma launched its first collection, which is available for purchase on both websites; however, quantities are limited.

“Tapping into the world of esports, and its broad, dynamic consumer audience, is critical to our marketing strategy moving forward,” stated Adam Petrick, global director of brand and marketing at Puma.

“Being able to transcend esports and elevate our brand within a broader global audience is the natural evolution of the growth of Cloud9,” added Jordan Udko, executive vice president, commercial partnerships for Cloud9.

https://us.puma.com/en/us/collections/lifestyle/cloud9

Puma is not the first sports apparel company to enter the eSports marketplace. Adidas decided to pursue an individual sponsorship of Fortnite streamer Tyler “Ninja” Blevins while Nike designed the team kits for China’s League of Legends Pro League. However, Puma’s decision to partner with an organization competing for a variety of titles sets them apart from both Adidas and Nike.

“Cloud9 is a very diverse group that is able to adapt to the variability of the gaming space in ways that any single league or individual simply isn’t,” stated Petrick. “If a game falls out of popularity, a league could suffer; if a streaming platform struggles, a streamer’s career could stagnate. Partnering with an esports org like Cloud9 helps insulate us from that kind of risk, without sacrificing the ability to support and engage with future gaming trends.”

https://ministryofsport.com.au/forbes-the-worlds-most-valuable-esports-companies/

In 2018 Forbes valued Cloud9 at $310 million, making them the most valuable eSports organization in the world at that time. Cloud9 has seen success across a wide array of games. Jack and Paullie Etienne founded the 5-year old company. This summer, they were able to raise $50 million in Series B funding, which the majority of will go to building a 20,000–30,000 square foot training facility and home base for operations, which will be located in Los Angeles.

Cloud9 has teams in League of Legends, Overwatch, Fortnite, Counterstrike: Global Offensive, Rainbow Six Siege, Clash Royale, and more. It is Cloud9’s size that makes it adaptable. Puma’s first ad spot developed by Moon to Mars brings many Cloud9 players together to celebrate the organization and the various paths the top players took to get to the top.

“The #DareYou campaign tells the true stories of the players featured in the ad, showing what was expected of them and how they ultimately defied those expectations to pursue a life that is true to their character,” stated Petrick. “That’s not dissimilar to how Puma perceives its entry into esports — we dismiss as false the idea that esports is not a ‘serious sport,’ and #DareYou is our way of declaring, unequivocally, that there is not and has never been a meaningful distinction between gaming culture and sports culture.”

Puma understands the path players need to take to become the best in the game is anything but easy. It is that dedication and desire to do something untraditional that makes them unique. Each story is different; however, heart, focus, passion, and determination are at the root of each individual.

Instant Sponsor

Instant Sponsor is a blockchain-powered global sports sponsorship marketplace that seamlessly connect sponsors and rights holders via a blockchain and smart contract powered P2P platform.

Kathryn Kuchefski

Written by

Director of Marketing & Strategic Partnerships at Instant Sponsor Inc and Marketing Advisor & Content Creator at Success Series

Instant Sponsor

Instant Sponsor is a blockchain-powered global sports sponsorship marketplace that seamlessly connect sponsors and rights holders via a blockchain and smart contract powered P2P platform.

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