Cloud9 becomes first esports team sponsored by AT&T

By Olivia Richman


Mar 8, 2019

Reading time: 1 min

Cloud9 has been chosen for AT&T’s first esports team sponsorship.

Shiz Suzuki, who works in sponsorships and marketing for AT&T, spoke to the passion of Cloud9’s fans as the driving reason for the company’s choice.

“We wanted a team with a crazy passionate fan base, the real folks that just love their team,” Suzuki said.

The terms of this new deal give AT&T presenting rights to Cloud9’s new weekly digital video series, “The Nines,” which focuses on the popular organization’s 12 teams. The weekly show will provide fans with team highlights and player profiles, as well as insight taken directly from leagues and tournaments.

“We don’t have a single place where you can just go find out what’s happening in the Cloud9 universe in one spot, and I think that’s what’s unique about what we’re building here,” said Cloud9 CEO Jack Etienne.

AT&T will also sponsor Cloud9’s “communications hub.” Currently under development in Los Angeles, this is a new addition to the organization’s existing headquarters being built in support of the organization’s new content goals.

No other terms of the deal were disclosed as of press time.

Cloud9 is also partnered with Red Bull, Twitch, OMEN by HP, and even the U.S. Air Force. The organization’s LCS team recently announced an apparel partnership with Puma for the 2019 Spring Split.

Even though this is AT&T’s first esports team sponsorship, the telecommunications company is not new to the esports industry. It sponsored ESL competitions at the 2018 E3 gaming expo, leading AT&T to work with RAZER soon after on a performance gaming phone. AT&T has also signed on with the NBA 2K League, the NBA’s officially branded esports venture.

“As we get further along in fiber and 5G, there’s going to be more exciting things and more reason to be excited about our position in this space,”Suzuki said.