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Fila enters esports with Counter Logic Gaming

Fashion company Fila has been unveiled as the official apparel partner of Counter Logic Gaming’s Fortnite esports team.

The length of the deal was not disclosed, but the team will wear the company’s products from next month, when the Fortnite World Cup takes place from July 26-28.

Counter Logic Gaming is also set to integrate the brand into its digital offering across multiple platforms, including the Twitter feeds of the team and its players, as well as individual streams on Twitch.

Several other initiatives are planned, according to Kristin Bernert, senior vice-president of business operations at MSG Esports, a division of the Madison Square Garden Company, which owns Counter Logic Gaming.

Fila North America’s senior vice-president of marketing, Kelly Funke, added: “This marks Fila’s first foray into esports, a space that continues to experience tremendous growth.

“The partnership with Counter Logic Gaming allows us to connect with a community of incredibly loyal fans, participate in an epic esports event like the Fortnite World Cup, and align with a diverse team of gamers who share our commitment to creativity, passion and performance.”

Counter Logic Gaming’s existing sponsors include FedEx, Flexit, MTN DEW AMP Game Fuel, Newegg, Omen by HP, Squarespace, Specrum and Twitch.