NBA 2K League Builds Non-Endemic Sponsor Roster With Champion Alliance
Tuesday, February 12, 2019 at 09:57PM
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February 12, 2019:
The NBA 2K League, prepping for is second season, has added to its roster of non-endemic marketing partners via a multi-year deal naming Champion Athleticwear as the league’s official outfitter.

Champion said it would provide the NBA 2K League’s 21 teams with game uniforms as well as warmup, travel and practice apparel.

In-game avatars will also be outfitted in Champion-branded uniforms.

Throughout the season, Champion will provide apparel for such marquee events as the NBA 2K League Draft Clash, in-season tournaments and the NBA 2K League Finals.

Financial terms of the deal were not shared.

NBA 2K League partners also include State Farm, Intel, New Era, HyperX and Scuff Gaming.

“We are thrilled to have an iconic brand like Champion as our official outfitter,” Brendan Donohue, NBA 2K League managing director, said via the league.

“Champion’s authentic designs and innovative products make them a great partner for the league, and we can’t wait to see our teams compete in their new uniforms this season.”

The first appearance of Champion apparel could come next month during the 2019 NBA 2K League Draft, scheduled for March 5 in Barclays Center, home for the NBA’s Brooklyn Nets.

Items are now for sale at Champion's on-line shop.

Champion this month also unveiled a multi-media campaign to celebrate its 100th anniversary, “100 Years For The Team,” fronted by hoops Hall of Famer Magic Johnson.

According to Jon Ram, Champion group president-global activewear, “The need for eSports apparel is quickly evolving and Champion is pleased to be an integral part of this historical opportunity.

“Being the official outfitters for the NBA 2K League is an exciting and pivotal opportunity for Champion to continue our evolution and expansion to outfit teams within the eSports and traditional sports communities.

“Together we can push the boundaries and bring eSports to a wider audience.”

The Overwatch League just signed Coca-Cola as its official beverage sponsor, adding to its roster of non-endemic partners including Toyota, T-Mobile, HP and Intel.

Global revenue from eSports will reach a record $1.1 billion this year, topping one billion for the first time and up 27% from 2018, driven by advertising, sponsorship and media rights deals, according to a just-released report from industry research and consulting firm NewZoo, San Francisco.

That could reach $3.2 billion by 2022 on the optimistic side but potentially $1.8 billion.

Deals with brand marketers such as State Farm — which last month continued to build its eSports roster by signing a deal with Benjamin “DrLupo” Lupo, Fortnite captain and streamer for ReKTGlobal's Rogue — are the largest category, with nearly $457 million in revenue anticipated for 2019.

Income-generating categories this year also include media rights ($251.3 million), advertising ($189.2 million), merchandise and tickets (($103.7 million) and game publisher fees ($95.2 million), according to NewZoo’s 2019 Global eSports Market Report.

Audiences will grow to 453.8 million this year.

The 2019 NBA 2K League Draft will be live-streamed on the league’s Twitch channel.

With the addition of four expansion teams, 126 players will compete in the NBA 2K League’s second season.

During the off-season, 52 players from the inaugural season were retained, leaving 74 roster spots available.

Magic Johnson Leads Champion 100 Celebration

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