Cloud9 & PUMA
What we did
PUMA partnered with top American esports team Cloud9 in Jan 2019:
Jersey sponsorship
Visible during all C9 competitions, behind-the-scenes content, and streams
Custom clothing line
Athletic apparel that resonates with gamers
videos
Influencer marketing and producing of the content
Co-produced VOD content
Featuring top esports personalities and influencers
Influencer marketing
Connected with casual gamers outside of the competitive space
results
PUMA and C9 both viewed the partnership as a huge success
C9 fans are:
0
%
“more likely than general esports fans to say sportswear and apparel brands are a good fit for esports sponsorship”
C9 fans have:
0
%
“positive social media sentiment” towards the campaign, 700% higher than the norm for traditional sports
After success with C9, PUMA is expanding their investments in esports teams to other markets: