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Puma enters esports with Cloud9 apparel partnership

Puma has entered the world of esports to become the official apparel partner of the Cloud9 League of Legends Championship Series (LCS) team.

Puma will provide trousers and trainers on match days and act as a jersey sponsor for the team.

The deal covers the spring LCS season, which begins on January 26, but both sides appear willing to extend the partnership. Financial terms were not disclosed.

“Esports are becoming increasingly popular with our consumers, so this is a very exciting deal for us,” said Adam Petrick, Puma’s global director of brand and marketing.

“Cloud9 is poised to have a great LCS season, and we’re grateful for the opportunity to be a part of it. We look forward to working with the Cloud9 team to make sure their players look as stylish off-stage as they do on-stage.”