The deal will help with sponsorship, growth, and media rights.
Sports marketing agency Lagardère Sports has announced their partnership with Unicorns of Love, with the support coming to the team's League of Legends roster, as they will assist with "sponsor acquisitions, product development and expansion of digital channels." Lagardère Sports will also help the team with developing and distributing media rights, and push growth in the future.
Lagardère Sports claims this move into esports is to build their own knowledge of esports, transferring their expertise in traditional sports over to the world of esports.
Robert Müller von Vultejus, Managing Director of Lagardère Sports Germany, said: "We are very happy to enter the esports market by signing up with the Unicorns of Love. We believe that the areas of traditional sport and esports will ideally complement and benefit from each other. The Unicorns of Love stand out with their extravagant appearance, a strong and growing fanbase as well as their target group-accurate communication skills. We see great potential that the Unicorns of Love can become one of the leading brands in esports."
CEO of Unicorns of Love Jos Mallant added: "We believe this partnership with Lagardère Sports will greatly establish Unicorns of Love as an organisation and take us to the next level. This is the start of a new area where well established classic sport sponsoring enters the very young esports market. We are really excited about the next steps to come, 2017 will be pink."
Robert Müller von Vultejus concluded: "We see ourselves as a mediator between the old and the new sports world, we want to connect the dots, create new opportunities, and above all place esports on the deserved stage of global sports next to football."
Which side will this mean the most to - Lagardère Sports or Unicorns of Love?