French smartphone developer enters eSports scene as head sponsor for the Berlin-based team
Frankfurt, Germany – PENTA Sports presented today WIKO as new head sponsor in the French smartphone developer's first major foray into both the German sports market and in eSports.
The deal was brokered by Infront, a Wanda Sports company. Alongside prominent placement of its logo onto all PENTA Sports teams' equipment, the deal also encompasses the integration and activation of digital content on PENTA's website, its social media channels as well as other exclusive rights. The agreement also foresees further collaboration on PENTA’s youth performance centre and promotions.
With the cooperation, the smartphone developer aims at positioning its products more attractively towards its target group. The Berlin-based eSports team PENTA Sports - with its unique focus on promoting young talent - offers an ideal platform to successfully engage with today’s and future target groups. At the same time, WIKO will benefit from a partnership with one of the most ambitious organisations in the German eSports scene.
A perfect brand fit
Britta Gerbracht, Marketing Director Germany & Austria of WIKO: "WIKO is a young technology brand who appeals to a broad audience and fits perfectly with eSports. We are looking forward to actively accompanying and supporting the young eSports scene. Through our engagement with PENTA Sports we will be able to reach young target groups right where they spend most of their time.”
Manuel Mahlich, CEO of PENTA Sports: "At PENTA Sports we strive to be pioneers in the integration of organisations outside the eSports sector. However, a year ago, probably nobody would have imagined us to be able to present a prestigious international smartphone developer as team partner today. WIKO not only inspires our players and streamers with its products but will also be able to interact with our fans and showcase terrific offers soon. Moreover, this represents our first implemented deal together with Infront.”
Marco Sautner, Managing Director of Infront Germany: "This deal represents the first major partnership we were able to broker between an organisation and the rapidly growing eSports market. Our first priority was to understand WIKO’s brand needs, to showcase the massive potential that Penta Sports offers and to accumulate the process with creative and individual ideas for implementation and activation. Overall, we are very pleased with the result. The entire process – from first talks until final announcement – worked exactly as we imagine our future way in eSports. They are a strategic subject for Infront and this deal only represents the very beginning of a long journey that we start together with WIKO and PENTA Sports today."
Wiko is a French smartphone brand based in Marseille (France). Since its brand launch in 2011 Wiko has established itself as a main player in the French smartphone market. From 2013 on Wiko successfully positioned itself on the German market and are considered to be one of the strongest newcomers. Through state of the art design, vivid colours and catchy smartphone names Wiko addresses a broad target audience and pursues the goal of making mobile telecommunication accessible to everyone.
About PENTA SPORTS
PENTA Sports is one of the most successful eSports teams in Germany with national- and world champions spread about different genres such as FPS, RTS, MOBA and sport games. With the first eSports training center (ELZ) in Germany PENTA tries to catch up with real sports regarding professionalism, performance improvement and talent scouting. Next to the business as eSports club PENTA hosts professional eSports events and tournaments all over the world. With its experience as a marketing agency and the most innovative movie productions in eSports PENTA is one of the big players in the market right now. Through a lot of eSports achievements and the establishment as a lifestyle brand PENTA Sports is growing fast with gaining a lot new fans!
Infront, a Wanda Sports company, is a leading sports marketing company managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production, event operation and digital solutions – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football, summer sports and corporate and personal fitness, Infront enjoys long-lasting partnerships with over 180 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of more than 900 experienced staff working from over 35 offices across more than 15 countries, delivering 4,100 event days of top class sport around the world every year. In November 2015, Infront was integrated into Wanda Sports Group, part of the Chinese conglomerate the Dalian Wanda Group.