Esports agency and production company Freaks 4U Gaming has announced German workwear brand Engelbert Strauss as the named sponsor of the Prime League, a League of Legends competition in the DACH region.
The multi-year deal will see the European regional league be renamed to the Strauss Prime League as of January 2022.
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The partnership marks Engelbert Strauss’s first foray into the esports industry. In the announcement, Freaks 4U Gaming also stated that it will invest a ‘six-figure’ sum into upgrading its studio to improve the Strauss Prime League’s production levels.
Marco Niemann, Vice President of Commercial at Freaks 4U Gaming, spoke on the deal: “We are very proud to welcome a high-calibre stakeholder like Strauss as the naming rights partner for Prime League. Freaks 4U Gaming has developed an extremely successful product and the ecosystem surrounding Prime League over the years and the timing of our partnership with Strauss couldn’t be more perfect.
“With both companies’ commitment to esports and shared vision of creating sustainable businesses – as manufacturer and as esports producer – we will now join forces to start a new chapter for Strauss Prime League and take it to the next level.”
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Engelbert Strauss becomes the eleventh partner of the Prime League, joining the likes of German multinational food company Dr. Oetker and Deutsche Telekom on its roster.
Henning Strauss, CEO of Engelbert Strauss, added: “We enjoy bringing our branding expertise to this young and highly dynamic industry, and we want to help shape their identity and perception.”
Esports Insider says: Despite not being a top tier league, Freaks 4U Gaming is doing an impressive job in attracting new partners to support the regional League of Legends’ competition. It will be interesting to see whether Engelbert Strauss uses this deal as a platform to expand into other areas of the industry.