KPL's second batch of uniforms on the shelves of hot -selling e -sports marketing influence continued to highlight

Cover reporter Cai Shiqi

On September 28, the second batch of uniforms created by PUMA for KPL was officially released. Hangzhou LGD Great Goose, Jinan RW Xia, Shanghai EDG.M, Suzhou KSG.

The picture comes from PUMA Puma official Weibo

At this point, all 16 fixed -seat club teams of KPL have all been released. The first batch of 8 club team uniforms were released in April this year. At that time, some club team uniforms were sold out within 2 hours.

The hot sales of KPL team uniforms are not only a case of commercialization of e -sports, but also reflect the pioneering role of e -sports brand image on refreshing traditional brand public cognition.

Sports brand enrollment e -sports: keep the basic disk and build a new image

In January 2021, Puma announced that it signed an exclusive clothing sponsorship agreement with KPL to provide clothing sponsorship for the Chinese E -sports King Glory Professional League KPL. As a world -renowned clothing sports, PUMA is a frequent visitor in the sports field, and many football teams are built by PUMA.

With the gradual development of sports clothing, the original sports track across the original sports track has reshaped the image of its brand in the minds of consumers.

The picture comes from PUMA Puma official Weibo

Under such industry development trends, compared with traditional cooperation with entertainment stars, making team uniforms for e -sports clubs has become a more cutting -edge choice of sports brands -e -sports has both the attributes of traditional sports competition, but also young There is a high degree of acceptance in the consumer group. Sports brands create team uniforms for e -sports clubs, which are equivalent to layout for the new competitive market, keep their basic disk in the wave of progress of the times, and approach young groups with a closer attitude. New tide brand image.

In order to implement and strengthen the theme concept of "City Glory" and realize the connection between sports culture and urban culture, PUMA invites alliances and clubs to participate in team uniform development and design, and upgrade through high -level sub -transfer process and fabric upgrades to provide various clubs with Urban elements and club exclusive elements are presented on the 2022 PUMA KPL team uniform. .Gk team uniforms incorporate the pattern elements of Foshan as the "hometown of Chinese wake -up lions", and seamlessly integrate the folk culture and club brands that integrate lions, such as martial arts, dance, and music.

The cooperation form of the club's in -depth participation in design can enhance the recognition of fans for team uniforms. They wear their favorite team uniforms to the streets. They are benign publicity and display for clubs and PUMA. Target.

E -sports marketing has become a new hot spot brand development in traditional industry to form a virtuous cycle

Team uniform cooperation is only a microcosm of traditional industries with the help of e -sports brands to refresh its own business. With the continuous improvement of KPL influence, more and more traditional industries choose to cooperate with KPL to cooperate with brand innovation.

The picture comes from PUMA Puma official Weibo

The partner of KPL, SAIC Volkswagen in the automotive industry promotes its new energy models through the event, and establishes the new energy business cognition of the old car company in the hearts of the audience; Customized travel services are close to the audience; the financial industry has the Bank of Communications Credit Card to launch exclusive card surfaces to create business increases ...

In recent years, with the increasing brands of e -sports marketing in automobiles, hotels, and financial industries, it shows that many industries have discovered the linkage with e -sports to create a more trendy brand effect for themselves. At the moment, KPL, as a relatively young event, has precipitated a certain historical heritage, the hot sales of FMVP skin, the signature of players, and the popularity of the team Xingyuan voting, all of which highlight the brand value of their events, and naturally can attract to attract International sports giants like PUMA.

For each sports event, brand sponsorship is a relatively important ecological component. The sponsors of different brands will choose to cooperate with sports events similar to their brand tone or the development direction. Personal quality management has always been strict, and the young, positive, and dynamic spiritual appearance on the court has been highly recognized by the mainstream. With the help of PUMA's brand concept, with the help of professional sports clothing, the e -sports player can be allowed to make e -sports players Show the more professional competitive movement, and appears in front of the public with a better image.

The picture comes from PUMA Puma official Weibo

Under such management and cooperation models, the brand value derived from the competition can "roll up the snowball" like the advantages of the field, attracting partners from more industries to share income and form a virtuous circle.

As of the afternoon of the 29th, of the second batch of KPL team uniforms, the main away team uniforms of Beijing WB, Chengdu AG Super Play Club, Chongqing Wolves and other teams have been sold out. Consumers inject new elements into street clothing culture and continue to expand the influence of events and clubs.

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