Unicorns of Love esports team scores new condom sponsor

The Unicorns of Love esports team has signed a new jersey sponsorship with a German condom brand – the third non-endemic brand signed up by its marketing agency, Lagardère Sports, this year.

Under the deal, which expires at the end of 2018, Billy Boy gets a logo presence on the sleeve of the official team jerseys and becomes an official partner of the ‘pink unicorns’.

Billy Boy is the number two condom brand in Germany, with a 20 per cent market share.

Other non-endemic deals made by Lagardère Sports for UoL this year include a partnership with the Wacken Open Air rock festival, made earlier this month, and a partnership with film distributor Twentieth Century Fox, made to promote the launch of Deadpool 2 in Germany in May.

André Fläckel, co-founder of Lagardère Sports’ global esports business, told Sports Sponsorship Insider last year that brands and agencies need to prepare for the next phase in the commercial development of the esports industry.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.