US sports apparel and shoe brand Nike has reportedly closed in on a partnership with Chinese League of Legends.
The reported $ 144 million deal will see the US sportswear giant Nike provide shoes and apparel to the Chinese League of Legends Pro League players, Chinese sports news platform Lanxiong Sports has reported.
The details of the reported five-year partnership worth up to $144 million are yet to be confirmed. However, the deal will reportedly be similar in nature with Nike’s partnerships with traditional sports leagues like the National Football League (NFL) and National Basketball Association (NBA).
The deal would see the League of Legends players, and representatives benefit with Nike clothing, accessories and shoes.
Nike earlier has tapped Chinese League of Legends player Jian ‘Uzi’ Zihao to star alongside LeBron James to promote the basketball star’s ‘Dribble &’ marketing campaign in support of his upcoming ‘Shut up and dribble’ Showtime series.
Zihao’s team, Royal Never Give Up, have also signed a number of non-endemic commercial deals in recent times, partnering with both German car giant Mercedes and fast food chain KFC.
The LPL is a franchised league, meaning organisations buy into permanent slots and share in the league’s revenue. If confirmed, the deal with Nike would see the brand’s logo appear on the uniforms of all 16 teams competing in the upcoming LPL season.