eSports

got2b and SPORTFIVE embark on the next level with esports

Published

5 years ago

April 1, 2021

Reading Time: 3 minutes

The trend styling brand becomes the official partner of the EU Masters and opts for digital interaction with the gaming and esports community

After the successful entry into the gaming cosmos last year, got2b is now expanding its activities and enters professional esports for the first time: The trend styling brand will become the official partner of the EU Masters, the biggest League of Legends competition on the European Continent, next to the LEC.

The global sports business agency, SPORTFIVE, which recently expanded its consulting know-how through the acquisition of the esports agency build a rocket (BLRK), has again developed a campaign for the Henkel brand, got2b. Within the scope of this cooperation, SPORTFIVE and BLRK are responsible for the mediation, consulting, conception, activation and implementation of the partnership, as well as the related interactive Twitch campaign.

After a market analysis and consultation, SPORTFIVE already developed a gaming campaign in 2020 for the Henkel hairstyling brand, got2b: #got2ChangeTheGame. During the course of the analysis, it was determined that a high affinity exists between the got2b target group and the subject of gaming. The main aim of the partnership with the EU Masters is therefore still to approach and interact with the gaming community. In doing so, got2b is leaving its comfort zone in the beauty and lifestyle area and is addressing another relevant target group. The partnership and the campaign are focussing on the DACH region and further expanding #got2ChangeTheGame as a campaign.

As integral part of the campaign, got2b is collaborating with five relevant and individual gaming influencers and thereby creating digital live moments on the Twitch streaming platform, which are intended to motivate the community of influencers to have interactions. The focus is on a creative mixture of live streams, hairstyling and quiz elements that significantly integrate got2b into the gaming world. Furthermore, authentic product placements are planned, which cater to the gaming target group and give the community the opportunity to try out new styles that underscore their personality.

In line with the campaign, SPORTFIVE/BLRK have also created a dedicated landing page: www.got2bgaming.de celebrates its launch today and creates further attractive touchpoints for got2b fans from the gaming scene via a major raffle. Awareness, Purchase, Consideration: The goal of the cooperation between got2b and the EU Masters is to achieve interaction and engagement among fans and followers and to sustainably address an important new target group.

Rik Strubel, CMO Henkel Beauty Care, explains: “got2b is a rebel for bold, load communication and innovative products in our Henkel Beauty Care portfolio. Last year, in collaboration with SPORTFIVE, we were able to position got2b very successfully in the gaming community. In order to further expand our involvement in the area of esports, we are now going a step further: As a partner of the European Masters and in collaboration with streamers and gamers, we will succeed in inspiring the community with interactive and entertaining content. In doing so, we will showcase that everyone should style and express themselves just as they want and we clearly embrace diversity and self-expression.”

Karsten Bentlage, Managing Director with SPORTFIVE Germany Consulting, adds: “This intensified partnership not only impressively demonstrates the added value that the gaming and esports world offers Henkel and got2b as a communication platform, but also the power and know-how that build a rocket and SPORTFIVE collectively bring to the table. This cooperation will be authentically and creatively filled with life and new approaches in the digital world!”

Alexander Albrecht, Managing Director of build a rocket, says: “It makes us proud to take this partnership to the next level! After a successful start, Henkel is now taking the next step with got2b and becomes a strong esports partner. We are delighted to once again be able to create, implement and accompany the entire campaign in all its facets with our expertise and in close cooperation with SPORTFIVE.”

B2B Suppliers

BETER wins Esports Betting Supplier at EGR B2B Awards for second year

Published

5 hours ago

June 8, 2026

Wladimir P.

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BETER has won the Esports Betting Supplier award at the EGR B2B Awards 2026, securing the category for the second consecutive year.

The company said the win is its fifth industry accolade of 2026. The EGR B2B Awards recognise suppliers serving the global iGaming sector across product quality, innovation, reliability and service.

BETER’s esports offering includes its exclusive ESportsBattle content, which it says delivers more than 550,000 events annually across eFootball, eBasketball, eHockey and eTennis, with up to 50 markets per event and an average operator margin of 7.5%+. The company also said ESportsBattle received ESIC Gold Standard Accreditation in 2025 and is now available in several US states, including Kentucky, New Jersey, Arizona, Florida and Colorado.

Separately, BETER said it has expanded its eFootball schedule with more than 4,200 monthly events “tailored to key US betting hours”. It also highlighted its Esports Odds Feed, which it says covers more than 450 tournaments globally and more than 40,000 pre-match and live events annually across titles including CS2, Dota 2, League of Legends and Valorant.

Adam Conway, General Manager of the Esports Business Unit at BETER, said: “Winning this award for the second year in a row is a proud moment for our team and a strong sign that operators continue to see the value of our esports products.

“Our products are built to give operators fast, reliable content that performs around the clock, not only during peak betting hours, while complementing traditional sports. That consistency is what makes the product so important in today’s sportsbook environment.

“We have continued to expand the portfolio, strengthen our US presence, and enhance our eFootball offering. Winning this category again reflects the trust that operators, partners, and the wider industry place in our products and people.

“This recognition reflects the dedication and expertise of teams across the business, including product development, trading, technology, integrity, operations, legal, commercial, marketing, and many others who contribute to our success every day. While we are proud of this achievement, it also motivates us to keep raising the bar, expanding further in regulated markets, and maintaining the high standards that have made BETER one of the industry’s leading providers of fast-paced betting content.”

The post BETER wins Esports Betting Supplier at EGR B2B Awards for second year appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Brazil

Esportes Gaming Brasil exec calls for ‘responsible sponsorship’ at BiS Brasília

Published

4 days ago

June 4, 2026

GamingAmericas.com

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Esportes Gaming Brasil director Hugo Baungartner used a panel appearance at BiS Brasília (Brazilian iGaming Summit) to argue that sports and cultural sponsorships should be measured by their long-term impact, not just brand visibility. Baungartner spoke during the session “A Importância dos Patrocínios e das Leis de Incentivo para a Sustentabilidade do Esporte e da Cultura.”

During the debate, Baungartner said sector maturity requires a long-term approach that turns sponsorships into platforms for relationship-building and local ecosystem development, connecting with fans, consumers and communities.

He highlighted the group’s sports partnerships with Corinthians, Ceará, Náutico and Ferroviária, as well as support for Brazilian cultural events including Carnaval, São João and the Festival de Parintins. Baungartner said major events can move entire supply chains by boosting tourism, commerce and job opportunities, and pointed to the importance of working with local suppliers and professionals in Parintins to expand the positive impacts of sponsorship spending.

Baungartner also addressed challenges in Brazil’s regulated betting market, saying consolidation depends on governance, integrity and consumer protection, alongside efforts to combat illegal operators. He said advances in provider regulation and stronger financial traceability mechanisms are important steps to limit unauthorized activity and improve user security.

“Patrocínio responsável é aquele que cria conexão real com o público e deixa legado no território. No esporte e na cultura, isso significa investir com governança, transparência e propósito, fortalecendo um ecossistema que gera renda, emprego e oportunidades”, afirmou.

The post Esportes Gaming Brasil exec calls for ‘responsible sponsorship’ at BiS Brasília appeared first on Americas iGaming & Sports Betting News.

eSports

Team Vitality and Fulllife Unveil a New FPS Jersey for the Valorant Masters London and IEM Cologne Major 2026

Published

5 days ago

June 3, 2026

Wladimir P.

team-vitality-and-fulllife-unveil-a-new-fps-jersey-for-the-valorant-masters-london-and-iem-cologne-major-2026

Team Vitality has unveiled its new “FPS Jersey,” specially designed for IEM Cologne 2026 and the VALORANT Masters 2026 in collaboration with its apparel partner Fulllife. Conceived as a strong symbol of ambition, performance and legacy, the jersey features an exclusive central crest and introduces a bold visual evolution for the club.

After making history on Counter-Strike, Team Vitality is celebrating its FPS DNA through a jersey dedicated to its two flagship titles. Through this initiative, the club reinforces its ambition to leave a lasting mark on the world’s biggest FPS stages and establish this jersey as a new benchmark within the esports industry.

AN EXCEPTIONAL JERSEY FOR A HISTORIC MOMENT

For this new release, Team Vitality embraces a completely new visual approach. For the first time in the club’s history, purple is introduced alongside its iconic yellow and black colours, in line with the organisation’s new 2026 artistic direction. This bold creative choice allows the jersey to stand out within the esports landscape while surprising and exciting fans.

The symbol featured on the front of the jersey reinterprets an iconic part of the club’s logo: the “V” combined with the lower section of the bee’s body. This graphic element, called the “Mini Bee,” is integrated throughout the jersey’s design to symbolise the swarm — representing collective strength, the identity of the Hive and the power of the Team Vitality community.

Fulllife has brought its technical expertise to a piece designed both for competition and for the fans in the stands. Every detail reflects the club’s continued rise on the international stage and its ambition to leave a lasting legacy in esports. The accompanying apparel collection also incorporates the same colour palette and includes lifestyle pieces designed for everyday wear.

“We are extremely proud of this new FPS-focused marketing campaign — a true love letter to Counter-Strike and VALORANT. An exclusive jersey, a dedicated fan zone, and numerous activations created hand in hand with our partners for our fans… We are ready for two major international events, with the clear ambition of continuing to establish Team Vitality among the best esports clubs in the world,” said Amélie Canet, Chief Marketing Officer.

PERFORMANCE AND RESPONSIBILITY

The FPS Jersey is manufactured in Portugal using NanoMatter, a technical fabric made from 100% recycled polyester and specifically developed for competitive players. Ultra-comfortable, lightweight and breathable, it is designed to perform under the most demanding conditions.

Each order is delivered in Fulllife’s iconic Capsule packaging, redesigned in Team Vitality’s colors, FSC-certified and accompanied by 100% recycled and recyclable polybags.

“This jersey is one of the boldest pieces we have ever produced. Our role was to bring a strong creative vision to life using the best materials and manufacturing processes available, delivering a product that truly reflects Team Vitality’s ambitions on the international stage,” said Maxime Baziadoly, General Manager of Fulllife.

The post Team Vitality and Fulllife Unveil a New FPS Jersey for the Valorant Masters London and IEM Cologne Major 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.