German Bundesliga football club Borussia Dortmund has agreed a partnership with the eSports.com media platform, stating that the deal is an example of its ongoing strategy with regards to esports.
Under the partnership, Dortmund fans will be offered special promotions through the fledgling platform.
Michael Broda, chief executive of eSports.com, said the agreement complements its existing partnerships in the US and Asia, adding that it will assist both parties with initiatives in those markets.
Dortmund managing director Carsten Cramer added: “For us, it is especially important to place our core business – football – with this target group. To this end, a website that reaches millions of users and has a distinct clientele is naturally ideal. Both partners and in particular fans will benefit from this cooperation.
“For us, it's not a matter of creating our own esports team or making esports into a BVB discipline. Rather it's much more about reaching the ‘Generation Z’ on far-reaching platforms and enthusing them for our sport.”