Overwatch League enters branding deal, will launch apparel line
A multi-year deal has been signed between eSports Overwatch League and Fanatics, a sports merchandise company. The branding opportunity will kick off prior to the start of the league's second season - scheduled for next February - and will see the development of a complete line of branded merchandise made available for purchase.
Fanatics will be able to produce everything from jerseys to headwear to hard goods for the league, which is owned by Activision Blizzard. Activision's head of eSports licensing, Daniel Siegel, explained, “The demand for team gear during our inaugural season was very strong. A significant number of fans—for regular-season matches at Blizzard Arena Los Angeles and at the Grand Finals in Brooklyn—showed up in jerseys to support their teams, and we’re thrilled to make it even easier for them to represent their favorite teams and players.”
Previously, all merchandising and licensing for the league was managed in-house by Activision. With eight new expansion teams expected to join the league for the upcoming season, it was time for a change. The company's chief revenue officer, Brandon Snow, added, "Our collaboration with Fanatics—the first between a major [eSports] league and a global sports merchandising company—allows us to reach even more fans and to provide them with high-quality merchandise and a best-in-class retail experience where they can shop for all our great Overwatch League gear. Fanatics has a proven track record of success with major sports brands and we’re excited to work with them in expanding this part of our business.”
The second season of the eSports league will kick off on November 14. The merchandise will be made available on a dedicated website, as well as on Fanatics' network of sites, but the schedule for launch was not released.