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ESL signs apparel partner

Esports organisation ESL has entered into a partnership with German clothing brand Snipes.

The deal, the length of which was not disclosed, names Snipes as the official fashion retail supplier for select ESL One tournaments.

The agreement covers events such as ESL One Cologne and ESL One Hamburg. A co-branded collection will be launched as part of the deal, with products to be available at Snipes stores and at the Gamescom convention.

The two parties have an existing relationship, having worked together during last year’s ESL One Hamburg event. Under the new deal, Snipes will be granted presenting rights for player lounges and an on-the-ground presence during events.

Ismail Boulaghmal, marketing consultant for the Snipes board, said: “We at Snipes feel deeply connected to gaming culture. Computer and video games have always been a part of the lives of our community, which is just as excited about skating, BMX, dance, music or street art. So a collaboration with ESL is an organic move for us.”