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ellesse Enters Esports Market as Official Apparel Provider of Misfits Gaming Group in Multiyear, Global Sponsorship

Published

5 years ago

November 9, 2021

Reading Time: 2 minutes

ellesse, part of the Pentland group, has signed a multiyear partnership to become the official sports and lifestyle apparel provider for Misfits Gaming properties in EU and NA. The custom-designed “Pro-Kit” jersey collections for two of Misfits’ professional esports League of Legends teams, the Rocket League team, Minecraft and the Misfits Academy, a talent discovery and incubation program presented by Intel®, will be available on the Misfits Gaming web store and ellesse. com, on Nov. 9th at 9 a.m. EST.

Participating teams include Misfits Gaming of the LEC (League of Legends European Championship),Misfits Gaming of the LFL (League of Legends French League) Misfits Gaming (Rocket League), Misfits Minecraft and Misfits influencers. Misfits Academy is a three-part “challenge” series that presents aspiring content creators, professional players, and creatives the spotlight they need to be discovered.

Misfits’ pro players and academy winners will all wear the ellesse “Pro-Kit” during international competitions, various social media campaigns and be regularly featured on the Misfits YouTube channel. Recognized worldwide for its Italian sportswear design that marries comfort and functionality, the ellesse-designed “Misfits Gaming Pro-Kit” presents an aggressive identity wrapped around a digital camouflage and accents inspired by the lightning-fast reactions of Misfits’ top athletes.

This partnership marks the first official esports sportswear collaboration for ellesse and aside from designing this limited edition drop and the 2022 Pro-Kit, ellesse and Misfits Gaming will design a lifestyle collection that reflects Misfits’ mischievous energy and honors its underdog identity. The collection will launch Nov. 9 with a limited edition 2021 Pro Jersey to commemorate the LEC 2021. The 2022 Pro-Kit and lifestyle collection will launch early next year. Jerseys will be available for purchase at the Misfits online store: https://shop.misfitsgaming.gg/

“Esports fans are dedicated, loyal, and very particular,” said Vas Roberts, senior vice president of partnerships at Misfits Gaming Group. “We’re thrilled to welcome ellesse to the Misfits Gaming family and offer our community such unique and inspired apparel by an iconic brand. The knowledge and expertise they bring to the table, along with decades of recognizable designs will present a collection that feels truly unique, and truly Misfits Gaming.”

With esports expected to record a 26% spike to 51.8 million active gamers by 2025 across the UK alone, Ellesse is applying lessons from a rich history of evolving around the modern consumer to engage and invest in the gaming community.

“When searching for esports partners, we were committed to find an organization that reflected our values and introduced us to a global community,” said Jennie Bianco, head of marketing for Focus Brands, the agency of record for ellesse. “We couldn’t have asked for a better partner than Misfits, and we’re delighted to be working with such a young but impressive group of gamers that can redefine the competitive gaming landscape.’

For more information on Misfits and our collaboration with ellesse, please reach the attached media representative, or visit: misfitsgaming.gg

Brand Partnerships

Midnite signs as Middlesbrough FC principal partner for 2026/27 season

Published

6 hours ago

July 15, 2026

Wladimir P.

midnite-signs-as-middlesbrough-fc-principal-partner-for-2026/27-season

Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.

The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.

Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.

Andrew Mook, Midnite’s Head of Brand Marketing, said:

“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.

“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.

“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”

Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:

“We’re delighted to welcome Midnite as our new Principal Partner.

“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.

“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”

The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

AGCO

ThrillTech secures AGCO supplier licence for Ontario launch

Published

6 hours ago

July 15, 2026

Wladimir P.

thrilltech-secures-agco-supplier-licence-for-ontario-launch

ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.

The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.

Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”

The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.

ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.

The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

AGCO

ThrillTech wins AGCO supplier licence to enter Ontario market

Published

6 hours ago

July 15, 2026

GamingAmericas.com

thrilltech-wins-agco-supplier-licence-to-enter-ontario-market

ThrillTech said it has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to offer its side-bet jackpot technology to regulated online casino, sports betting, and lottery operators in Ontario.

Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”

The company said its ThrillPots product lets operators add player-funded, opt-in side-bet jackpots on top of existing games, without changing gameplay or the underlying return-to-player (RTP) calculations. ThrillTech positions the mechanic as a way to drive incremental engagement and revenue.

ThrillTech said the Ontario licence enables existing multinational partners that also operate in the province to roll out ThrillTech-powered jackpots locally, and added it is in discussions with potential new operator partners. The company listed other regulated jurisdictions it serves as the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil, and Peru.

The post ThrillTech wins AGCO supplier licence to enter Ontario market appeared first on Americas iGaming & Sports Betting News.