Rival, the gaming platform, is joining forces with athletic footwear manufacturer New Balance to host a series of online tournaments focused on community engagement. The collaboration aims to provide the community with exclusive access to New Balance products, athletes, and ambassadors.
The inaugural tournament, scheduled for this spring, will feature fans competing in Rocket League for a chance to win New Balance sneakers and apparel. Details regarding additional games in future tournaments have not been disclosed.
Since its inception in 2019, Rival has successfully collaborated with various traditional sports clubs, connecting gaming and sports fans. The platform has previously partnered with Major League Soccer (MLS) team FC Cincinnati, Wycombe Wanderers, Stevenage FC, and NBA team Sacramento Kings through the launch of ‘The Realm.’
Although New Balance has had limited involvement in the gaming and esports industry, it became a presenting partner of the F1 Esports Series in 2018. This collaboration with Rival marks New Balance’s first venture into the athletic space and its third partnership with a consumer brand.
New Balance CMO and SVP of Merchandising, Chris Davis, expressed excitement about the partnership, highlighting the importance of gaming as a medium for fostering community and connectivity. He emphasized New Balance’s commitment to challenging the status quo and innovating, and he envisions the Rival gaming experience as a way to increase engagement and strengthen connections with consumers.
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