He said it has already started doing consumer research with gamers heading into the deal to see where it stands as a benchmark. KEY INDICATORS: Sligh said The General’s key performance indicators for this deal will be brand impressions and brand consideration. … A lot of synergy.” NRG’s Rocket League team is one of the most successful historically in North America, having won the World Championship in '19 and '21. That kind of brought the idea up and then I met with (NRG President Brett Lautenbach) and got to know about the team. But Shaq obviously has a partnership with NRG. The General VP/Marketing Kale Sligh said that the company bought the deal because it is refreshing its brand, looking to get into gaming and saw a connection between its auto insurance products and the Rocket League game, in which cars play soccer: “We over-index in gaming (in terms of customer base), so we had always kind of kept our ear to the ground on opportunities in gaming, and for a couple years we didn’t have many opportunities. SBJ first reported in July last year that NRG was shopping naming rights to its Rocket League team. SHAQ CONNECTION: Shaquille O’Neal is an investor in NRG and a longtime endorser of The General, and the sides are crediting him with helping spark the idea that led to the deal. The sides say they are in planning on further fan-focused activations. The General also gains presenting rights around the team’s “The Grid” broadcasts, weekly streams where RLCS teams produce specialized feeds for their own fans. The deal starts immediately, and the new jerseys will first be seen during the RLCS Season X regional event of the Spring Split. Assets include new jerseys with The General branding. Financial terms were not released, but SBJ previously reported that NRG was asking six figures annually as part of a multiyear deal. The deal will see the Rocket League Championship Series team, currently called simply NRG, change its name to The General NRG. NRG Esports has sold the naming rights to its Rocket League team to The General Insurance in what the sides say is a first-of-its-kind partnership in North America. Selling team naming rights is sure to catch on with other esports orgs.Along with new jerseys featuring The General branding, the insurer's assets include presenting rights around the team’s “The Grid” broadcasts NRG It’s good to see some innovation on that front. Most esports orgs continue to struggle with monetization. The parties will continue to develop and roll out fan-focused activations through the remainder of the Rocket League Championship Season. The General NRG-branded jerseys and the new naming rights will be on display during The General NRG’s next competitive event, the Rocket League Championship Series Season X North America Major of the Spring Split. “Both The General and NRG connect with similar audiences, so a partnership here is a natural fit. “The explosion of the esports industry has been really exciting and it’s just getting started,” Shaq said. O’Neal is a part-owner of NRG Esports and also serves as the brand ambassador for “The General Insurance”. As part of the deal, NRG Esports’ Rocket League team will now be known as “The General NRG”.įormer NBA superstar Shaquille O’Neal helped create this new partnership. “The General Insurance” and NRG Esports’ Rocket League team recently announced the formation of a new partnership.
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