North American esports organization CLG and sunglasses maker goodr announced a marketing partnership that names the brand an official partner for all CLG teams.
Financial terms of the deal were not disclosed.
The partnership includes a collaboration between CLG and goodr to create “CLG branded sunglasses” to be released in early 2021 as part of the GAME goodr sunglasses collection.
CLG will also integrate goodr branding in “existing CLG content,” on its official CLG’s Twitch channel, and will activate alongside CLG during live and virtual events.
CLG is part of Madison Square Garden Sports, which also owns NBA team the New York Knicks, NHL team the New York Rangers, and NBA 2K League team Knicks Gaming, among other things.
While goodr has had high-profile collaborations with companies such as Warner Bros., Pabst Blue Ribbon, and Dunkin’ Donuts, the CLG deal is the first esports-related partnership for the company.