New Balance unites with Lille for esports sponsorship expansion

New Balance has deepened its relationship with French Ligue 1 side Lille OSC, expanding the pair’s relationship to cover its esports division: LOSC eSports.

The kit supplier becomes the third partner of the rapidly growing LOSC eSports, joining gaming accessory brand Nacon Gaming and electronic supplier Otonohm.

Lille OSC grew into esports last year when it recruited FIFA competitor, Luke “Crafty” Craft, the organisation’s only player as things stand, will now don New Balance apparel when he competes, or enters a livestream. This includes a new shirt with New Balance’s logo on the chest.

This isn’t New Balance’s first foray into the esports industry. In August, the sportswear giant was named the presenting partner for the F1 Esports Series. This deal included activitations in the form of digital content based on the three Pro Series live events.

Drivers who compete in the Series donned New Balance socks and shoes while competing. The competition consists of all but one current Formula One organisations: Alfa Romeo Sauber F1 eSports Team, Haas F1 Esports Team, Hype Energy eForce India F1 Esports Team, Mercedes AMG Petronas Motosport, McLaren Shadow, Red Bull Racing esports Team, Renault Sport Team Vitality, Toro Rosso Esports Team, and Williams Esports.

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