Levi's partners with NRG Esports

Levi's takes its first step into the big game by signing a partnership with esports organization NRG Esports. Note that this is the first North American partnership company in the field of eSports.

The deal was announced on Friday, but financial details have yet to be released. The agreement will focus on the iconic denim brand outfitting NRG players and streamers. In addition, Levi's branding will also appear on co-branded content projects.

Levi's will be present at NRG Hot Pockets Castle headquarters in Los Angeles, which will now feature a stylish lounge that includes brand representation and allows visitors to personalize their clothing. NRG will also create a series of content featuring NRG influencers living a typical day in their lives (presumably while wearing Levi's products). Co-branded content will appear on NRG's YouTube and Twitch channels, as well as other platforms.

Founded in 1873, Levi's, an American brand, has had limited involvement in esports so far, with only a couple of international deals. These include agreements with DACH Prime League of Legends in Europe and with UK university esports organizer NUEL. Note that Levi's has partnered with Nintendo around its famous video game characters.

NRG owns San Francisco Shock in the Overwatch League, Optic Chicago in the Call of Duty League. Also, the teams of the organization are represented in the VALORANT and Rocket League disciplines. NRG's commercial portfolio includes Hot Pockets, Popey's, T-Mobile, Turtle Beach, and Mountain Dew Game Fuel.