Netherlands: H&M (clothing), partner of the "eDivisie" the Eredivisie esports competition 2020-2022

H&M, a Swedish clothing-retail company, has become a partner of the Eredivisie for its esports competition the "eDivisie" played on the FIFA 21 video game (published by EA Sports), according to the Dutch League on 12/11/2020. The agreement is expected to run for two seasons (2020-2022). The 2020-21 edition of the eDivisie begins on 17/11/2020.

"H&M will be visible in the eDivisie during and after the gameplays and during the interviews. In addition, branded content is produced in collaboration with the eDivisie players in which players reveal their tips and tricks. This informative interview series will be launched later in the season, when the tension in the competition is reaching its peak," said the body.

"The 360° approach of the partnership - using the stores, hm.com and the H&M membership - ensures that consumers can be inspired by this partnership wherever, whenever and however. The kick-off took place at the H&M store on Leidseplein in Amsterdam (NED). The shop window was converted into an eDivisie environment and eDivisie players Bob van Uden (FC Groningen) and Marc…