Mirage Esports just announced its partnership with sportswear brand Under Armour. This deal includes a brand new merchandising lineup and a future training center.
Mirage is Quebec’s first professional esports organization, mostly participating in the 2021 Rainbow Six Siege North American League. The organization provides a necessary environment to help players grow into skilled performers. Under Armour took an interest in this team after a meetup through the college’s esports division.
First, Mirage’s online store will now see more merchandising with the Under Armour branding. The sportswear brand assured that everything that they offer to regular customers is available for a potential Mirage rework. With that, every Mirage fan, no matter what esports title they play, is covered by this partnership. This also means the Canadian team can not sign an agreement with one of Under Armour’s competitors.
Many high-profile esports organizations push to have their own training center and Mirage Esports uses this opportunity to have its own.
“We’re also teaming up with them to create an esports center that will see the light of day in Montreal,” the Canadian esports team said. “This center, that will open in 2022, will allow our athletes to have cutting edge installations in order to perform at their best. This will also dabble as production studio to create more content and will also enable fans to gather for various events”
While Under Armour is not particularly known in esports, sportswear brands are starting to take interest. For example, Adidas recently unveiled a collaboration with G2 Esports, one of the best esports organizations in the world. In the meantime, Nike worked on Camp Next Level 2020, a program focused on the training aspect of esports.
Until now, UA only had a single esports partnership with Team SMG. Even though the team has a VALORANT roster, it is still pretty much focused on mobile esports. With Mirage Esports, Under Armour covers two esports titles in Rainbow Six Siege and League of Legends.
Slowly but surely, esports is becoming more and more mainstream. High-profile brands need to leverage partnerships with esports teams in order to learn how to make the most of it. This is why Under Armour could learn from this first collaboration with a North American esports team. Under Armour always held the reputation as the closest brand to athletes and this partnership with Mirage Esports makes it clear once again.
Written by Charles FUSTER
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