CLG is doing something new with its equipment sponsorship in 2020. They are expanding their partnership with online technology retailer Newegg, who will become CLG’s PC, monitor and peripheral provider, as well as a presenting partner. CLG’s jerseys for League of Legends and Fortnite, the CLG Performance Center and all digital platforms will feature Newegg branding.
Adding Newegg as a sponsor is a departure from most LCS organizations’ tech supplier strategy. Typically, the esports organization ties itself to a specific brand of merchandise, like Alienware, Logitech, or HyperX. That company will provide the gaming equipment to the esports organizations’ players in return for visibility. By partnering with a retailer like Newegg, CLG opens up its players’ options to any brand they sell. Looking on the front page of their website alone, Newegg sells products from MSI, ASUS, HP, Microsoft, and more.
According to Dan Fleeter, COO of CLG, “The expansion of this partnership allows each player to choose the exact equipment they believe will provide the best opportunity to succeed and we see this as a gamechanger for the industry.”
Other details of the deal
CLG will feature Newegg branding on customized limited-edition jerseys, worn by League of Legends teams during a league match. Newegg will also be the presenting partner for all CLG Red Broadcasts, and will be involved at CLG community events. At these events, CLG fans will have the ability to test and evaluate products sold on Newegg.
The 2020 partnership is an expansion from their previous work together on the Newegg Streaming Studio, which was unveiled in June 2019 and is housed in CLG’s Performance Center in Los Angeles, Californa.