Cryptocurrency Derivatives Exchange Bitget To Sponsor Juventus As Its First-Ever Sleeve Partner

Singapore-based cryptocurrency derivatives exchange Bitget announced a partnership with Juventus to become its sponsor. According to the agreement, Bitget will act as Juventus’ official partner and official cryptocurrency exchange partner, and also its first-ever sleeve partner. The deal was brokered by IMG, a global leader in sports, events, media and fashion.

Established in 1897, Juventus is one of most time-honored and award-winning football clubs worldwide. It was the first club in the history of football to win all the major international trophies with 38 Serie A titles, 2 Champions League titles, and 3 UEFA Cups. Juventus is one of the top ten football clubs in the world, with elite players such as Chiellini, Morata, Dybala and Bonucci.

In addition, legendary players like Nedved, Buffon, Zidane, Del Piero, Montero, Baggio and Cristiano Ronaldo have all played for the club, making it one of the most important and successful clubs in Europe and the world.

“Bitget has been looking for outstanding partners from the sports world and game community. Juventus has been fighting hard in the past century, demonstrating the fair, competitive spirit that is expected in sports. Sharing the same spirit and upholding the mission of Better Trading Better Life, Bitget is committed to provide liberal, ultimate and fair trading for cryptocurrency services to users worldwide. The partnership will help Bitget better enhance our international reputation,” said James Lee, the Global Strategy Officer of Bitget.

“It is a pleasure to welcome Bitget as the first Juventus sleeve partner and help them increase their awareness across our fanbase worldwide. We will work together globally and support the Partner’s international growth path by leveraging the mutual desire to address an increasingly broad audience,” said Giorgio Ricci, Chief Revenue Officer of Juventus.

Adolfo Bara, SVP and Managing Director of Football Events at IMG, added: “We are pleased to have signed Bitget as Juventus’ first-ever sleeve sponsor. This exiting partnership marks the cryptocurrency company’s first foray into sports sponsorship and comes into play as fans around the world tune in to watch Juve’s campaign in the Champions League.”

It is reported that Bitget, established in July 2018, is now one of the world’s fastest-growing cryptocurrency derivatives exchanges that support futures trading, spot trading and digital asset purchasing. It has 1.6 million registered users in 48 countries and regions including UK, France, Italy, South Korea, Japan, and Russia.

As a platform in pursuit of ultimate service and innovation, Bitget pioneered to launch three leading products of USDT-Margined Futures, One-Click Copy Trade, and Quanto Swap Futures. With this unique performance, it has become the most popular platform among users. With an average daily trading volume of $5.6 billion, Bitget is the world’s six largest derivatives exchange and the largest crypto copy trading platform, according to CMC data.

It is an undeniable trend that sports are getting increasingly connected with cryptocurrencies. Mainstream cryptos such as Bitcoin have been accepted as a payment method by many sports platforms. As global pandemic gives rise to the demand for digital solutions, the use cases of digital currencies have evolved rapidly, replacing part of the traditional functions.

Deltatre Hires Nielsen Sports Executive As Strategy & Design Unit Growth Accelerates

Deltatre, the global leader in fan-first experiences, has hired Max Barnett as its Strategy & Design Commercial Strategy Lead. 

An experienced sports media, data and technology leader, Barnett joins Deltatre from Nielsen Sports, where he spent close to eight years in several leadership roles. 

Most recently he headed up Strategic Consulting & Fan Research for the organization, based in New York City, working with US sports organisations, broadcasters and brands. Previously, he served for four years as Global Head of Digital at Repucom, prior to its acquisition by Nielsen. 

A well-regarded figure in the industry, Barnett also serves as a mentor in various global Sports Tech communities. 

At Deltatre, Barnett will assume responsibility for advising new and existing clients on commercial strategy, identifying data-driven ROI across the fan ecosystem. 

He will be based in London and will report to Pete Burns, VP, Strategy and Design at Deltatre. 

Welcoming Max Barnett to Deltatre, Derek Ellis, President, Strategy & Design, Deltatre, said: “Max’s experience and expertise in assisting rights owners, sponsors and media organizations to build strategies which capitalise on changing consumer demand will be crucial to our future growth plans. 

“We continue to build on the positive momentum Strategy & Design has attained over the past year, working with global sports organizations on growth strategies, including; vision definition and alignment, idea inception, market viability, audience research, strategy planning and revenue modelling.” 

Commenting on his appointment, Max Barnett, said: “I’m delighted to join Deltatre, after a year in which they have added some of the biggest names in sports and entertainment to its client roster. It’s so exciting to be joining the Strategy & Design unit. The company and young unit has unrivalled experience and expertise, and I’m looking forward to bringing that knowledge and understanding to better serve our clients, new and old.” 

Deltatre’s Strategy & Design unit has experienced considerable growth in 2021. Led by Derek Ellis, the unit works with partners across sport and entertainment to clarify their vision, evaluate new opportunities based on audience data, define business strategy and embrace digital transformation. 

For over three decades Deltatre has helped the world’s largest sports and media organisations define clear strategies underpinned by robust technological solutions. The unit applies that knowledge and skill to advise organizations on their future strategies. It works to identify and validate opportunities and design innovative ideas to support business growth. 

Notably, it has worked closely with FIVB defining the value proposition, feasibility, rollout plan, operational impacts and commercial strategy of a direct-to-consumer ecosystem for Volleyball World. It also collaborated with Rogers Sports & Media on its next generation mobile experience. Deltatre’s strategy team works independently from the technical service teams. 

Sophie Goldschmidt Appointed As U.S. Ski & Snowboard President & CEO

U.S. Ski & Snowboard announced today the appointment of Sophie Goldschmidt as the organization’s next President and CEO. Goldschmidt will officially begin on October 18th, taking over from current President and CEO Tiger Shaw. Goldschmidt will be relocating from Los Angeles to Park City, Utah.

In her career, Goldschmidt has held numerous leadership, commercial and marketing roles with several of the world’s most well-known and prestigious organizations – most recently as CEO of the World Surf League (WSL). Prior to that, she held executive positions at the National Basketball Association (NBA), the Women’s Tennis Association (WTA), the Rugby Football Union (RFU), Chime Sports Marketing (CSM), the PGA European Tour and Adidas. Goldschmidt is a proven leader who brings the unique experience of working closely with athletes across multiple sports from grassroots to the most elite levels, combined with a track record of positively transforming organizations from a business standpoint. Goldschmidt has been at the forefront of globalizing and innovating sports, media, and entertainment properties throughout her career. She will bring a fresh perspective as athletes prepare for the Olympic Winter Games Beijing 2022.

“I am thrilled to be the next leader of U.S. Ski & Snowboard,” said Goldschmidt. “My priority is to build on the organization’s strong foundations. To take the levels of performance to new heights, to grow the number of participants and fans we engage with, in addition to creatively unlocking new value and investment. I see significant opportunities to further develop the profiles of the seven sports and of the athletes, who are inspirational role models. I’m also looking forward to working with the staff, coaches, clubs, the broader snow sports community, other key stakeholders and partners. I’m an avid skier with a passion for snow sports, which really makes this a dream opportunity for me at the right time. I can’t wait to get going.”

Goldschmidt will be taking over for Tiger Shaw, who is stepping down from his position as President and CEO of U.S. Ski & Snowboard after eight years. Shaw will stay on to aid Goldschmidt during the transition and will subsequently join the U.S. Ski & Snowboard Foundation Board as a Trustee focusing on athlete fundraising – a key priority of Shaw’s during his time at the organization.

As CEO of the WSL, Goldschmidt was responsible for transforming both the business capabilities and culture. During her tenure, she negotiated a historic 10-year agreement with the athletes, led the implementation of equal prize money for men and women, secured unprecedented levels of linear and digital distribution, including a first-of-its-kind Facebook partnership, in addition to record revenue performance. She also delivered the first-ever competitive events utilizing wave technology at the WSL’s Surf Ranch, relaunched the organization’s ocean health advocacy program WSL PURE and significantly raised the WSL’s profile globally.

As Chief Commercial and Marketing Officer of the RFU, Goldschmidt was responsible for all of the union’s revenue-generating areas and commercial programs, in addition to its marketing and digital communications. She was also Group Managing Director at CSM. In her time at the NBA as the Senior Vice President and Managing Director of Europe, the Middle East and Africa, Goldschmidt helped spearhead the NBA’s global expansion of its brand. Prior to the NBA, Goldschmidt served as a Vice President of Sales and Marketing for the WTA globally and she began her career at Adidas. Goldschmidt was also one of the first two female Board Members of the PGA European Tour. She has spent much of her career in the U.S. and attended Baylor University on a tennis scholarship.

“Sophie brings an invaluable level of tacit knowledge gained from her previous roles working with athletes and sports organizations,“ said U.S. Ski & Snowboard Board of Directors Chair Kipp Nelson. “Sophie’s leadership, commercial and marketing experience, combined with her commitment to the athletes, made her the ideal candidate. Her ability to grow engagement and raise the global profile of athletes, teams and brands will directly benefit all U.S. Ski & Snowboard stakeholders.”

“I’d like to give Sophie a warm welcome to the organization, while at the same time thanking Tiger for everything he has done the last eight years,” said two-time Olympic champion and six-time world champion Mikaela Shiffrin. “I am looking forward to this new era of leadership for all of our U.S. Ski & Snowboard athletes as we head into this pivotal Beijing 2022 Olympic year. Based on what I’ve read, heard, as well as the interaction we’ve had thus far, I feel that Sophie’s commercial, marketing, and sports organization experience is a unique blend of traits that will set us up for success strategically not only heading into the Olympics, but – perhaps more importantly – moving forward as we build the future of our sports and inspire the next generation of skiers and snowboarders.”

Goldschmidt’s appointment signals a commitment to U.S. Ski & Snowboard athletes, partners, members and fans. Her immediate efforts will focus on spending quality time with the athletes, other key stakeholders and business partners to fully immerse herself in all aspects of the sports and organization, while in parallel developing the key strategic priorities and plans for the next stage of the organization’s growth leading into the Olympic Winter Games Beijing 2022.

“After a very comprehensive search, we could not be happier with the decision to select Sophie as U.S. Ski & Snowboard’s new President and CEO, “ said U.S. Cross Country Team alumna and executive search committee co-chair Kikkan Randall. “I am particularly excited about Sophie’s experience working directly with world-class athletes across a myriad of sports, she really understands how to put athletes at the forefront.”

Goldschmidt was also previously named one of Forbes Most Powerful Women in Sport, AdWeek’s Most Powerful Women in Sport, Sports Business Journal’s Forty under Forty, Leaders in Sport Under 40 Award, Marketing Week’s Vision Award and Sport360 Most Influential Women in Sport.

Brooklyn Nets & New York Liberty Form Global Multi-Year Partnership with Webull

The Brooklyn Nets and New York Liberty have entered into a global multi-year agreement with Webull, an independent, self-directed broker dealer focused on zero-commission online trading and in-depth market data. As part of Webull’s first-ever sports partnership, the company will have international marketing rights to promote its alliance not only in the New York market, but also outside the U.S. through expansive marketing, advertising, and digital activations.

Additionally, Webull will become the official jersey patch partner for the Brooklyn Nets beginning with the 2021-22 NBA season. Webull will also be featured on the jerseys of the Liberty, the Long Island Nets of the NBA G League, and NetsGC, the NBA 2K League affiliate of the Brooklyn Nets.

“I am very excited to announce Webull’s first sports partnership with the Brooklyn Nets and become the official game jersey partner,” said Anthony Denier, CEO of Webull, which is part of Webull Corporation. “There’s no better way to celebrate our company’s New York roots, and we are looking forward to collaborating on initiatives that give back to the Brooklyn community.”

“We are thrilled to introduce Webull to the world,” said John Abbamondi, CEO of BSE Global, the parent company of the Nets. “There is tremendous synergy between our two companies. Both are New York-based with a growing international presence and are focused on reaching a diverse demographic of tech-savvy, next-generation consumers and fans. We are looking forward to helping Webull connect with our millions of fans in communities across the globe.”

As the Official Online Brokerage of the Brooklyn Nets, Webull will receive digital signage at all Nets home games at Barclays Center and integration across the teams’ digital channels. The alliance will also extend into the community with Webull and the teams working together to implement impactful STEM programs that will benefit the underserved population in Brooklyn and beyond.

Webull, with its U.S. headquarters in New York City, is an easy-to-use, zero-commission brokerage and market data platform that is available to investors of all experience levels. In addition to providing powerful trading capabilities, Webull also offers educational resources for users to gain a deeper understanding of their investments. Recent product additions to the platform include multi-leg options trading, cryptocurrency trading, fractional shares, and a new Webull 7.0 interface for mobile users. The Webull app is accessible via phone, tablet or desktop computer. The company continues to expand its global reach with offices in six international cities and by serving its customers with market data from 31 countries.

bet365 Unveiled As Exclusive Betting Partner Of BOXXER And Sky Sports Boxing

BOXXER is delighted to announce a new partnership with bet365, which will become the Official Betting Partner of BOXXER and Sky Sports Boxing. 

Since the company’s inception in 2000 by Denise Coates CBE, bet365 has become a global operation offering an unrivalled online betting experience to more than 63 million customers in 20 languages. 

bet365 is renowned for their innovation of award-winning and industry-leading betting products, having pioneered In-Play betting as it continues to break new ground in software innovation. This includes live streaming of 600,000 events per year on its digital platforms, complemented by offerings in Casino, Poker, Games, and Bingo.

As part of the partnership, bet365 will become BOXXER’s official odds partner and be integrated across BOXXER’s social and digital content. bet365’s odds will be promoted on BOXXER’s platforms in the build-up to each fight night, with in-play optimisations exclusive to BOXXER. Live streams of BOXXER’s shows will also be available on bet365’s platforms in select international territories, to further enhance the customer experience globally. 

bet365 branding will feature across the ring and arena on BOXXER’s events, starting with BOXXER’s first show on Sky Sports at Wembley Arena on October 2nd, headlined by Chris Eubank Jr.

bet365 and BOXXER will also create collaborative digital content to deepen fans’ understanding of the events and fighters. 

Commenting on the partnership, BOXXER’s founder and CEO Ben Shalom said: “We’re delighted to announce this new partnership with bet365, given their customer conscience, quality and trusted position around the world. We believe there is substantial synergy in terms of our brand values, with both companies committed to innovation and unlocking access to the greatest live sporting events.” 

A spokesperson for bet365 said: “We are delighted to be working with an exciting new partner within the boxing space that will bring compelling new events to the growing industry. We place significant importance on working closely with all of our partners and look forward to forming a positive relationship with Boxxer.” 

Minnesota Timberwolves Name Aura As New Jersey Patch Partner

The Minnesota Timberwolves announced a multi-year partnership with Aura, a leading provider of all-in-one digital security for consumers.

Aura is a new kind of digital security that protects consumers from digital crime and financial loss. With a mission to create a safer internet, Aura simply secures everything consumers need to do online to protect everything they care about offline. With one subscription and easy-to-use app, Aura proactively protects users from potential threats and helps resolve any issues.

The multi-year partnership designates Aura as the “Official Digital Security Provider” and will include the title of season presenting partner, in-arena and on-court signage and designation as the Official Jersey Patch Partner of the Minnesota Timberwolves. Excel Sports Management’s Properties division sourced and negotiated the partnership between the Minnesota Timberwolves and Aura.

“Timberwolves fans know that every win is fueled by strong, proactive defense. Today, with nearly every aspect of our lives digitally connected, we need to protect ourselves and our families from digital crime with the always-on defensive energy of a full-court press,” said Hari Ravichandran, founder and CEO of Aura. “As Official Digital Security Provider of the Timberwolves, Aura is joining this community’s defensive team, and we look forward to promoting simple, always-on digital defense in the Twin Cities.”

“This partnership speaks to each of our organization’s commitments to innovation, inclusion, and a safe digital experience,” said Timberwolves and Lynx CEO Ethan Casson. “As an early adopter of mobile ticketing and a completely contactless arena experience, we continue to place emphasis on tech initiatives and collaboration with forward-thinking partners. Aura was a natural fit.”

Through the partnership, Timberwolves and Lynx employees will have the opportunity to elect Aura as a digital wellness benefit, providing proactive protection against digital crime and financial loss.

Timberwolves guard and 2020-21 Kia NBA All-Rookie First Team member Anthony Edwards serves as a brand ambassador for Aura, raising awareness for digital wellness and advocating for proactive protection.

Luc Tardif Elected New IIHF President

Luc Tardif has been elected as new IIHF President succeeding René Fasel, who held the position for 27 years and didn’t stand for re-election. He won the presidential election in the fourth and last round against Franz Reindl.

Tardif becomes the 14th IIHF President and the second from France after founding President Louis Magnus.

Petr Briza was elected as Senior Vice-President, and the Regional Vice-Presidents elected are Bob Nicholson (Americas), Aivaz Omorkanov (Asia & Oceania) and Henrik Bach Nielsen (Europe & Africa).

Zsuzsanna Kolbenheyer and Marta Zawadzka were re-elected as female Council members. In the first round for the remaining positions Heikki Hietanen, Anders Larsson, Pavel Bure, Raeto Raffainer and Andrea Gios were elected with a majority with two positions open for a second round. Franz Reindl was elected in the second round and Viesturs Koziols in the third round. Click here for the Council page.

“Thank you very much. René [Fasel] asked me eight years ago to be Treasurer. But I’m still a hockey guy and I know I can offer more. I only have my determination, my crazy passion for this sport, my sense of team work, my respect for the people and my honesty to offer. Believe me, I will do everything to be at the level of your expectation. I’m committed to open up our beautiful sport, to promote it, to defend it, to prepare it for the future but above all to respect it with dignity,” Tardif said before using a quote he likes:

“Alone we go faster but together we go further.” – Luc Tardif, new IIHF President.

He thanked Fasel for everything he did as well as the other Council members outlining Kalervo Kummola. “I’m ready now to take the lead. Thank you for the confidence. I’m confident about the future. We will have a great Council around me,” Tardif said.

Tardif, who has citizenship of France and Canada, was elected to the IIHF Council in 2012 where he served as Treasurer. He played junior hockey in Canada and professional hockey in Belgium and France where he started his hockey career off the ice with Rouen’s youth program. He was the head of the ice hockey department at the French Ice Sports Federation from 2000 to 2006. In 2006, he was elected as first President of the newly created French Ice Hockey Federation, a position he was re-elected for in 2010, 2014 and 2018. He was also Chef de Mission of the French Olympic delegation at the 2014 and 2018 Olympics. He has worked as member of the IIHF Competition Committee (2008-2012) and as chairman of the IIHF Finance Committee (since 2016).

In his presentation the day before, Tardif underlined the importance of development and bouncing back after the Covid-19 crisis that hit hockey in many countries with a successful restart of the usual activities. He also presented an idea for a larger IIHF Ice Hockey World Championship Division I by merging the two groups, for a “Flying Coaches” program to bring word-class coaches to countries for seminars and wants to further develop 3-on-3 hockey.

He underlined that a President should listen and try to understand the needs of the member national associations. And that’s what he did with individual sessions with almost all member countries during summer. A “Virtual World Tour” or “Co-Construction Process” as he called it during 90 hours.

Hours of voting for the IIHF Council term of 2021-2026 started with the vote for the president that included five candidates. Elections were held over several rounds with the candidate with the fewest votes dropping out until a candidate received the majority of votes. In case of the President it took the maximum of four rounds until Luc Tardif was elected with a majority of votes.

Washington Capitals Announce Caesars Entertainment As NHL’s First-Ever Jersey Partner

Caesars Sportsbook logo debuts on home and third jerseys starting with the 2022-23 NHL season in first announced team agreement in NHL’s Jersey Advertising Program

The Washington Capitals and Caesars Entertainment Inc. (NASDAQ: CZR) announced a multi-year partnership agreement today that places the Caesars Sportsbook logo on Capitals home and third jerseys worn for games played at Capital One Arena beginning with the 2022-23 NHL season. The landmark announcement marks the first team announced agreement in the NHL’s Jersey Advertising Program.

Caesars Sportsbook, the best-in-class sportsbook offering, will have its logo worn on the Capitals home and third jerseys, with the 3 x 3.5 inch patch positioned on the upper right chest area of the jersey. An industry first, the introduction of the Caesars Sportsbook patch follows the historic opening of the Caesars Sportsbook at Capital One Arena in May 2021.

In addition to the home jersey patch, Monumental Sports & Entertainment (MSE) and Caesars Sportsbook expand their partnership with additional Casino, Gaming and Caesars Rewards programming elements. The agreement also includes the entitlement of a Caesars hospitality space and VIP seating at Capital One Arena.  

“Following the successful launch of Caesars Sportsbook adjacent to Capital One Arena last spring, we are thrilled to introduce Caesars Sportsbook as the Capitals’ inaugural home jersey advertising partner in a first-of-its-kind announced partnership in the NHL,” said MSE president of business operations and chief commercial officer Jim Van Stone. “Together as two industry leaders, we’ve built a robust partnership in the gaming and casino space, and our overall relationship reflects our shared commitment to providing sports fans with world-class, unique experiences. MSE, the Capitals and Caesars share a commitment and passion toward innovation in the sports and entertainment space, and the opportunity to incorporate Caesars onto Capitals home jerseys is a wonderful development and exciting new fan engagement opportunity for both organizations in the nation’s capital.”

The NHL’s Jersey Advertising Program begins with the 2022-23 NHL season and allows up to two jersey sponsors per team when separate sponsors appear on home and away jerseys. The Capitals will announce an away jersey sponsor at a later date.

“Being woven into the Washington Capitals jersey is an exciting chapter in our collective story,” said Chris Holdren Co-President of Caesars Digital. “Like Monumental Sports & Entertainment, we love blazing trails and we are always looking for innovative opportunities that drive engagement and storytelling for fans. We are proud to extend our historic partnership with such a storied franchise after launching the sportsbook at Capital One Arena.”

MSE and Caesars Entertainment previously made history with the opening of Caesars Sportsbook at MSE’s Capital One Arena. Marking a major milestone in U.S. sports history, the sportsbook officially opened in May 2021, becoming the first ever sports betting venue to open within a U.S. professional sports facility. A first-of-its-kind, marquee destination for local, regional and global visitors, the two-story, 18,000 square-foot venue features 17 betting windows and 12 self-service betting kiosks, as well as Verizon 5G Wi-Fi capability so fans can place wagers on mobile devices. Click here to learn more.

The newly-launched and easy-to-navigate Caesars Sportsbook by William Hill app integrates mobile sports betting with Caesars Rewards, where every bet, win or lose, rewards the bettor with Tier Credits and Reward Credits that can be used to unlock unbeatable experiences within the Caesars portfolio of properties and partnerships. True to the legendary Caesars brand, the app provides an expansive array of wagering opportunities, including live in-game betting and flexible limits on the bets players want to make.

FTX Partners With Mercedes-AMG Petronas F1 Team

The Mercedes F1 Team is delighted to announce a new long-term partnership with FTX, a leading global cryptocurrency exchange.

This relationship will span multiple race seasons with the FTX logo being featured prominently on both the cars and the drivers.

Part of the FTX branding will be unveiled during the upcoming Russian Grand Prix, scheduled to take place on Sunday 26 September, and will continue to expand leading up to the start of the 2022 season. 

In addition to the branding on both the car and team drivers, as a team partner, the FTX logo will also be featured on the team’s fleet of Mercedes-Benz trucks, in the garage, and on all Partner logo displays in the trackside hospitality and communications facilities.

FTX will also have access to Mercedes-AMG Petronas Formula One Team members, including drivers Lewis Hamilton and Valtteri Bottas to further expand the reach of the FTX brand to Formula One’s global fan base through marketing initiatives.

In addition to being a team partner, FTX and Mercedes F1 will also look to embark on other strategic initiatives together such as the integration of FTX Pay, an NFT collection, and corporate social responsibility initiatives which will be announced and rolled out at a later date.

ASOS Signs Three-Year Front Of Jersey Partnership With FNATIC

Fnatic, the London-based global esports performance brand, has today announced a three-year partnership with ASOS, one of the world’s leading online fashion retailers. As part of the deal, both brands will develop and deploy multiple online and offline activations, bringing the gaming and fashion world together.

The agreement marks the first time in ASOS’s history that it has partnered with an esports brand. As part of the deal, ASOS’s logo will appear on the front of all physical Fnatic team jerseys, including the upcoming League of Legends World Championship jersey, scheduled to be released next week.

Fnatic and ASOS will collaborate on a variety of different activations, including multiple content series with Fnatic pro talent and creators, such as Tekkz, Mushway, Loeya and Moonryde, alongside VR experiences and AR filters. The partnership will also see the brands work together on a bespoke third alternative kit and see Fnatic pro players and creators feature in upcoming ASOS campaigns. In addition, the two brands have committed to working together on digital kits in the future and to producing branded in-game experiences and digital products.

Fnatic CEO, Sam Mathews, said: “There are no other subcultures in the world that have influenced us more than gaming and fashion. Self-expression, both online and offline, has become a major point of convergence between both audiences. Through this partnership with ASOS, we will empower all gamers to find their unique voice and style, inside and outside of the game. We couldn’t be more excited to be driving this change forward together with ASOS.”

Robert Birge, Chief Growth Officer, ASOS, said: “Gaming and fashion are both passions for young adults and as esports continues to boom, we’re incredibly excited about this partnership. GenZ increasingly expresses their style in both the physical and digital worlds and this is something we’re excited to fuel. We’re also looking forward to seeing some of the world’s greatest esports athletes wear our name on their Fnatic jerseys at the Worlds in Iceland.”