H&M Netherlands to become official partner of the edivisie

H&M Netherlands and the edivisie have agreed on a official partnership for two seasons making H&M an Official Partner of the edivisie, the EA SPORTS FIFA 21 competition of the Eredivisie and Dreamhack Sports Games. With the partnership, the fashion brand is visible at various times and in different ways throughout the competition, and H&M produces a high-quality video format for the edivisie community.

H&M will be visible in the edivisie - which starts on November 17 - 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 & tricks that will make them successful in their spare time as well as during the game. This informative interview series will be launched later in the season, when the tension in the competition is reaching its peak.

“In any collaboration it is essential for a partner to achieve the predetermined objectives. I am convinced that together with H&M we will offer our community fantastic content and activations and see positive results at the end of this season.” Says Arnoud Schonis, Project Manager eSports at the Eredivisie CV.

Roger Lodewick, CEO of DreamHack Sports Games continues: “We’re proud that a prestigious brand like H&M is connecting through the edivisie to our amazing community. This partnership with H&M Netherlands contains exciting new on- and off-line elements that will be a great inspiration to the edivisie players and audience, and will subsequently enhance their overall gaming and esports experience.”


“When you feel good, you perform better. A good outfit can definitely contribute to this. Partly for this reason, the edivisie and H&M are a great match. The enormous reach of the digital football league makes the edivisie an excellent partner for us to address a relevant group. We are very much looking forward to working with edivisie to create appealing content that we can use to inspire young people.” Said Laura Muscas, Head of Marketing and Communication at H&M Netherlands.

The 360 ° approach of the partnership - using the stores, 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. The shop window was converted into an edivisie environment and edivisie players Bob van Uden (FC Groningen) and Marc Groenland (Fortuna Sittard) were present to show their qualities.

H&M will be featured in the regular edivisie broadcasts from November 17 to the end of May (every Tuesday and Wednesday from 6:00 pm to 9:15 pm) and from the end of December with a special video series on the edivisie YouTube channel.

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