German esports team Fokus Clan has signed global sportswear brand Adidas as its kit supplier.
The deal was brokered by Wanda Sports Group-owned sports marketing agency Infront and will see the team’s players wear Adidas kit throughout the 2020-21 season.
The agreement was established in cooperation with online sportswear retailer OutFitter, which has also extended its contract with Fokus Clan, and includes the provision of streetwear for the team.
Fokus Clan participates in EA Sports’ FIFA franchise tournaments.
Hanspeter Tinner, spokesperson for Fokus Clan Management, said: “The product partnership between adidas and our organisation is another piece of the puzzle in our efforts to become the best and most attractive FIFA team in the world.”
Infront has been looking to step up its involvement in esports. In March, the company appointed former Lagardère Sports executive André Fläckel to head up its gaming and esports department as it looks to ramp up its involvement in the sector.
Infront first entered the esports market in January 2018 when it agreed an exclusive partnership with the STARK esports agency.
The two organisations founded Fokus Clan and agreed to work jointly on projects in the sector with STARK to take responsibility for the strategy, operations, and athletes, with Infront managing the sports marketing aspects.
In January this year, Infront brokered a long-term sponsorship deal for Fokus Clan with Zurich Insurance Group.
In February, Infront also announced it would be working with Lega Serie A, the governing body of the top division of Italian club football, to launch the eSerie A esports competition. The agency serves as the exclusive media, marketing and digital partner of eSerie A, and its remit includes organisation of the event alongside Italian esports company PG Esport.
As part of Infront’s five-year international media rights agreement with the Scottish Professional Football League (from 2020-21 to 2024-25), the agency will also develop an esports league.
The agency’s esports portfolio also includes French esports organisation Team Vitality.