eSports & Gaming

Adidas makes esports play with FIFA Global Series match ball sponsorship

Sportswear giant named official partner of EA Sports soccer tournament.

by Ed Dixon

Adidas makes esports play with FIFA Global Series match ball sponsorship

Adidas has partnered with FIFA Global Series, EA Sports and global governing body Fifa’s worldwide esports soccer tournament, and unveiled a branded match ball for the event.

The collaboration, which sees the German sportwear giant named as the official partner of the competition for 2020, will kick off at the FIFA Ultimate Team Champions Cup Stage in November. 

The official match ball, a first in esports, will also be made available for players through FIFA 20 Ultimate Team packs and watching competitive FIFA 20 Global Series events with their EA account connected to Twitch, Amazon’s live streaming platform.

Additionally, the partnership will see both parties produce several short films with human performance company EXOS, showcasing how esports athletes and Adidas are working to improve their gaming performance through mindset, movement, nutrition and recovery techniques. The films are set to be released later this year.

Brent Koning, FIFA competitive gaming commissioner, said: “This ground-breaking partnership with adidas to field the official EA Sports FIFA 20 Global Series official ball reinforces the growth of this competitive gaming franchise.

“Having a partner with such an iconic brand rooted in football culture – both on and off the field – will continue to build player and spectator interest in the EA Sports FIFA 20 Global Series.” 

Florian Alt, Adidas’ global vice president of global brand communications, added: “With the growth of esports, we’re seeing a whole new category of athletes emerge, whose game requires a unique set of skills, training and mindset.

“We are just as committed to helping support their game, to be the best they can be, through innovative partnerships, specially designed products, as well as physical and mental training tools to help enhance their game. We’re excited to be at the forefront of this new category of sport.”

The deal represents the latest high-profile move from Adidas as it bids to establish its brand in the gaming sector. In August, it struck a deal with Tyler ‘Ninja’ Blevins, who became the first professional esports gamer to sign with the company.