Danish Superliga side Brøndby IF has expanded its deal with the sportswear manufacturer Hummel to supply kits for the club’s esports division.
This deal signifies how traditional sporting brands once again have started to integrate themselves into esports. Hummel’s recent moves signify a concise effort to make a real impact on the esports industry, capitalising on the growing number of fans who perhaps won’t be as engaged in traditional sports – its main market – in the coming years.
The deal will see Hummel be recognised as Brøndby eSport’s official clothing partner, with its players wearing the kits at all of the organisation’s upcoming tournaments.
Brøndby eSport primarily operates in the FIFA scene, which has recently seen an upsurge in viewership partially due to the lack of live sports offerings that have recently been available, with the side winning the inaugural eSuperliga in 2018.