On July 15th, Team SoloMid (TSM) announced that it had agreed to a partnership deal with automotive giant GMC. This new deal marks the company’s first partnership with an esports organization.
Thanks to this agreement, GMC’s logo and branding will now be prominently featured on all TSM esports jerseys. This includes the org’s League of Legends team, its VALORANT team, its Dota 2 team, its Apex Legends team, and so on.
The good news didn’t stop there, though. According to a press release from TSM, this partnership will include “unique content creation, in-person and digital events and activations, custom branded merch, social content, and more.”
The press release did not specifically mention how long this deal will last. But, as Dexerto points out, since GMC’s branding will appear on TSM team jerseys, we can assume that the deal will last “at least a year, or more.”
“GMC, we are thrilled to kick off this partnership with TSM,” said GMC’s Vice President of Marketing, Molly Peck. “The esports arena is not only bold, but fast-growing, and, through our partnership with TSM, we have the opportunity to engage even further to help elevate the esports experience.”
The Profit‘s Take:
I thought this story was kind of silly, to be honest. TSM is synonymous with word soup. TSM FTX GMC. ONLY three-letter acronyms! The article NEVER refers to TSM FTX, proving what we already knew at the Business of Esports – that paying to change the name of the team was never going to stick in everyday situations. Also, the piece says that GMC’s logo and branding will be “front and center” on TSM esports jerseys. If you’re FTX, you can’t be happy with that. I don’t get what’s going on from a sponsorship standpoint with TSM, but they’re clearly succeeding at bringing in big dollars.
(All information was provided by Dexerto, TSM, and Wikipedia)
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