London-based esports organisation Tundra has revealed its partnerships with TikTok and sportswear brand Kappa.
The deals fall in line with the anticipated release of FIFA 21, as the organisation looks to “build an international roster of the world’s best FIFA players for the 2021 season.”
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As the principal partner, TikTok will be placed on the front of the new jersey, which launches as part of the team’s rebrand. Kappa will be producing the jersey internationally, as it also joins Tundra as its ‘Official Sportive Teamwear’ provider.
TikTok made its debut in esports this year with the TikTok Cup. Kappa has continuously expanded its esports presence and will produce Tundra’s new apparel, which includes the newly-designed jersey and tracksuit.
Jana Ulaite, Head of Brand and Partnerships Marketing at Tiktok Europe, commented: “Esports has found a natural home on TikTok, with gaming content already proving to be hugely popular in our community. Our users love to share their winning gameplays, rituals and triumphs, while also watching the best in the business go head to head in international tournaments. We’re delighted to be partnering with Tundra to bring even more esports content onto TikTok.”
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Tundra has ambitions to replicate its sucess in other competitive leagues and ecosystems to “redefine what it means to be a leading esports organisation,” starting with the new FIFA 21 Global Series.
Dave Bandell, UK Sales Manager for Kappa, added: “Kappa is delighted to sign as techinical partner with such a global brand as Tundra. Esports is very much at the forefront of our strategy going forward and we believe the global appeal of Tundra is very much aligned with our own.”
Esports Insider Says: Tundra has done wonders with its partnership deals here by getting two of the biggest brands on board with its new team. Not only has it signed some of the best talent on the market, but it also seems to be creating a strong brand from the start – which will no doubt be a hit with the FIFA esports community.