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Bidstack signs as in-game kit sponsor for ‘No Fuchs Given’ esports team

Bidstack, the in-game advertising platform, has signed as the in-game kit sponsor for NFG Esports – the esports team founded by Premier League footballer Christian Fuchs – for the Fifa 2020 video game season.

The branded kits on NFG (No Fuchs Given) teams will be worn by the players in-game, when they stream online and at tournaments, as well as during official events. Players and fans will also be able to unlock a copy of the kit for their own Fifa Ultimate Team squads.

James Draper, chief executive of Bidstack, said: “We’re really excited to be featuring in FIFA 2020 and demonstrating to brands and advertisers the power and reach that in-game advertising offers. The sponsorship demonstrates in a unique way that brands can reach the gaming audience both online and offline by advertising in-game.

“Partnerships like this represent progress, with esports sponsorships beginning to reflect the deals football clubs routinely secure in real life.”

Christian Fuchs, Leicester City’s Premier League-winning defender, added: “This is the first time we’ve had an in-game kit of our own and we’d like to place our thanks to EA on record for making this happen. We love the design and can’t wait to see the team perform in it throughout another successful season.”

Bidstack places what it calls ‘unintrusive’ ads in other games such as Football Manager, DiRT Rally 2.0 and GRID. These are typically placed on in-game pitchside or trackside advertising boards.

NFG first partnered with Bidstack earlier this year when the team granted the company exclusive rights to resell advertising opportunities with the team.