Nike invests in Esports gamers in South Korea so they can just do it!
Anyone who has been a part of the Korean esports scene knows about the league of legends team SKT T1. And the famous pro-gamer from South Korea named Faker, aka Lee Sang Hyeok. Well, Nike will be sponsoring them this year. In fact, Nike will be financing all players and teams associated with T1 Entertainment and Sports.
T1 Entertainment and Sports.
T1 Sports & Entertainment is a joint venture by Comcast Spectator and SK Telecom (a South Korean telecommunication firm). It was built on investing in various esports teams and training their talents. Some of their renowned teams include the T1 League of Legends, Super Smash Bros, Apex, Overwatch, and PUBG. The teams participate in competitions and have won several too. These include the League of Legends World Championship in the years 2013, 2015, and 2016.
Apparel and Training Program
Nike will provide all the T1 members with the brand’s apparel uniforms and footwear. Along with this, the T1 gamers will also be offered a platform to hone, asses, and improve their skills. The new T1 Headquarters will open in 2020 in Seoul. The place will have facilities for athletic training programs, as well as a sports research department.
Nike highlights the importance of such programs. They will aid in advancing the mental and physical capabilities of the team members. And ultimately, they will perform better in competitions and tournaments.
Brant Hirst, who is the marketing director at Korea, states.
“These athletes have unique skill sets that we believe we can help improve through tailored training methods.”
He also added that research would help establish better and concrete training routines for gamers, specifically to improve themselves. This training will be more focused on physical fitness concerning gaming reflexes.
Why South Korea?
Korea possesses a grand audience for gamers. A survey in 2019 concludes that an average Korean that is into gaming spends 3.3 hours, and other people are engrossed in Youtube streams, and PUBG ad Twitch. Many Koreans replace Esports with watching sports on television instead. The significance of videogames in Korean society and culture is crucial. Therefore, it is an excellent place to begin investing in esports.
To Sum Up
The reality of traditional sports being the most consumed form of media is gradually shifting. The reason behind it is the globalization of video gaming, as well as its availability. Nike is interested in expanding its ventures and research people’s perceptions of gamers and their values. It will undoubtedly increase the following of esports further. Due to all of these reasons, Nike has taken a risk to venture their business more into E-sports. They are beginning with LoL. Let’s see where it all goes from there.