Tundra Announces Official Partnership With TikTok And Kappa
In a lucrative melding of the minds, TikTok and esports organisation Tundra have joined forces. The London-based Tundra is known for its international roster of FIFA players and is hitting the pitch with its own TikTok team for the 2021 season.
In celebration of the upcoming release of FIFA 21, TikTok, Tundra, and sportswear brand Kappa have unveiled their all-star line-up. The new @TundraEsports_ account is also being launched as part of the deal, which will "span both the physical and digital worlds". With TikTok being known as the place to go for viral videos, expect plenty of digestible content from Tundra on the platform.
- Read More: EA Announces First Global FIFA 21 Tournament
As part of Tundra's rebrand, TikTok will be the Principal Partner and feature in the centre of the jersey - which is being produced by the internationally renowned Kappa. Kappa will serve as Official Sportive Teamware provider moving forward.
When it comes to who makes up Tundra's team, the FIFA squad currently lacing up their virtual boots are Musaed "Msdossary" Al-Dossary, Anton “klenoff” Klenov, Damian “damie” Augustyniak, Stepan “Funkbraza” Mikhovich, and Stepan “Funkbraza” Mikhovich. Enzo Serre will serve as head coach. Here are some stats on the players so you can get to know who's part of the team.
Musaed "Msdossary" Al-Dossary. Has the honour of being the 2018 FIFA eWorld Cup Champion, back-to-back Xbox World Champion, and one of FIFA's biggest names thanks to his 945,000 followers across social media.
Anton “klenoff” Klenov. The RESF Russian Interactive Football Cup Champion and member of the 2019 eNations Cup Russian National Team.
Damian “damie” Augustyniak. Took the title of 2019 Gfinity Elite Series Series 4 Champion and ranked top in the four for the 2019 FIFA eClub World Cup.
Stepan “Funkbraza” Mikhovich. As well as becoming the 2020 MC Vulkan FIFA Series #1 Champion, Mikhovich was also RESF Russian Interactive Football Cup Xbox runner up.
Enzo Serre. Serving as Head Coach, Serre is Former Fnatic and AS Roma Head Coach of FIFA 18 and FIFA 19, making them back-to-back Gfinity Elite Series Champions. He's also the former personal coach of Donovan “Tekkz” Hunt, who was the winner of two Majors and finished #1 in the world. Finally, Serre is currently coaching "MsDossary" and has already helped him become Middle East and Africa Summer Cup Series Champion
Click to enlargeDiscussing the partnership, Tundra co-founder Michael Munro said, "We have a very clear objective, which is to be the best and most exciting esports team to watch, and we will only achieve this by going back to the roots of esports, with an absolute focus on performance and achieving competitive success.
"We believe we’ve created a truly peerless international lineup of players for the FIFA 21 season, and this is complemented by the support of two of the most influential and esteemed brands in the world in TikTok and Kappa. We don’t believe in starting small, and this is only the beginning of what we want to achieve".
Jana Ulaite, Head of Brand and Partnerships Marketing, TikTok Europe added, "Esports has found a natural home on TikTok, with gaming content already proving to be hugely popular in our community. Our users love to share their winning gameplays, rituals and triumphs, while also watching the best in the business go head to head in international tournaments. We’re delighted to be partnering with Tundra to bring even more esports content onto TikTok".
Trev Keane, Esports Partnership Consultant for Tundra, said: "We are delighted and proud to partner with TikTok. It is a powerful time for brands entering esports, as it offers them a 360 degree visibility spanning digital and real world activations which is incredibly important in today's climate. Gaming and social platforms are similar in many ways, with video games offering an instant way for people to communicate globally. That is why the partnership between Tundra and TikTok is a natural fit, especially when you consider how hugely popular gaming and esports is on the platform".
Finally, Dave Bandell, UK Sales Manager of Kappa concluded, "Kappa is delighted to sign as technical partner with such a global brand as Tundra. Esports is very much at the forefront of our strategy going forward and we believe the global appeal of Tundra is very much aligned with our own. We look forward to supplying the famous Omni logo on their playing shirts and other products in the very near future".
TikTok recently made its esports debut thanks to the TikTok Cup, which set the ball rolling as it’s first collegiate esports tournament. Kappa has continued to grow its esports presence and looks to raise the bar higher with its design of Tundra's new jersey and tracksuit. Merchandise will be worn by players and able to buy at Wild Thing.
All in all, the deal forms part of Tundra's rebrand that will emphasize the team's ethos of returning to the roots of competitive gaming by focussing on the performance and development of its champions. Although it's all starting with FIFA, Tundra wants to replicate this hopeful success with other competitive leagues. For more information, visit the official Tundra site.
Stay up to date with all the latest esports and gaming news by checking out our social channels here: Twitter | Facebook
Images via Tundra esports | TikTok
