Esports company and manufacturing firm Freaks 4U Gaming has introduced German workwear model Engelbert Strauss because the named sponsor of the Prime League, a League of Legends competitors within the DACH area.
The multi-year deal will see the European regional league be renamed to the Strauss Prime League as of January 2022.
The partnership marks Engelbert Strauss’s first foray into the esports trade. Within the announcement, Freaks 4U Gaming additionally said that it’s going to make investments a ‘six-figure’ sum into upgrading its studio to enhance the Strauss Prime League’s manufacturing ranges.
Marco Niemann, Vice President of Business at Freaks 4U Gaming, spoke on the deal: “We’re very proud to welcome a high-calibre stakeholder like Strauss because the naming rights accomplice for Prime League. Freaks 4U Gaming has developed an especially profitable product and the ecosystem surrounding Prime League over time and the timing of our partnership with Strauss couldn’t be extra excellent.
“With each firms’ dedication to esports and shared imaginative and prescient of making sustainable companies – as producer and as esports producer – we are going to now be a part of forces to start out a brand new chapter for Strauss Prime League and take it to the subsequent degree.”
Engelbert Strauss turns into the eleventh accomplice of the Prime League, becoming a member of the likes of German multinational meals firm Dr. Oetker and Deutsche Telekom on its roster.
Henning Strauss, CEO of Engelbert Strauss, added: “We take pleasure in bringing our branding experience to this younger and extremely dynamic trade, and we need to assist form their identification and notion.”
Esports Insider says: Regardless of not being a high tier league, Freaks 4U Gaming is doing a powerful job in attracting new companions to assist the regional League of Legends’ competitors. Will probably be fascinating to see whether or not Engelbert Strauss makes use of this deal as a platform to increase into different areas of the trade.