The agreement marks the first naming rights sponsorship for Prime League and the first esports sponsorship by Strauss.
BERLIN, December 6, 2021 – Freaks 4U Gaming, a global full-service agency specializing in gaming and esports, today announced Engelbert Strauss, a leading European work and utility apparel brand, as the official naming rights sponsor for the League of Legends Prime League in the DACH region. The agreement marks the first naming rights sponsorship for Prime League secured by Freaks 4U Gaming and the first esports sponsorship by Strauss. The newly named Strauss Prime League will kick off the upcoming season in January 2022.
The multi-year agreement is an unprecedented landmark deal for esports in the DACH region, boasting the largest commitment to date amongst esports properties of similar scale. It underlines Freaks 4U Gaming’s success in developing a publisher-licensed product of which an expansive, sustainable esports ecosystem is built upon, in addition to the potential of one of the world’s most established gaming and esports markets. The sponsorship demonstrates Strauss’s ambition of becoming a key stakeholder in the League of Legends community and European esports scene, committed to enabling youth development and fostering a positive and sustainable environment for young aspiring players.
Freaks 4U Gaming assumed the official license and operating rights of Premier Tour, the predecessor of Prime League, from Riot Games in 2018. The company is instrumental in elevating the League of Legends competitive landscape for players of all levels and continues to strive in delivering high-quality contents to the community. Joining forces with Strauss, Freaks 4U Gaming will invest in a six-figure Euro studio upgrade to further enhance the production quality of Strauss Prime League. Strauss is also in the process of designing and developing a collection of premium, durable Strauss Prime League lifestyle wear.
Marco Niemann, Vice President Commercial at Freaks 4U Gaming: “We are very proud to welcome a high-caliber stakeholder like Strauss as the naming rights partner for Prime League. Freaks 4U Gaming has developed an extremely successful product and ecosystem surrounding Prime League over the years and the timing of our partnership with Strauss couldn’t be more perfect. With both companies’ commitment to esports and shared vision of creating sustainable businesses – as manufacturer and as esports producer – we will now join forces to start a new chapter for Strauss Prime League and take it to the next level.”
Henning Strauss, CEO of Engelbert Strauss: “We enjoy bringing our branding expertise to this young and highly dynamic industry, and we want to help shape their identity and perception.”
Strauss has recently announced its initiative of “Strauss Talent Camp” in collaboration with esports player foundation, to provide extensive funding and resources to young talents including in-game coaching, physical fitness, nutrition, mental health, education and media training.