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nternationally recognised clothing brand, Levi’s, have announced their partnership with university sports organiser, The NUEL, in a deal where Levi’s will be the main sponsor for The NUEL’s winter 2020 season.

The UK-focused esports organiser will show Levi’s branding on their social media, channels, broadcasts, and website, alongside Twitch Student.

Mention was made of opportunities for “further collaborations” throughout the season between the companies, though no elaboration was given yet.

The NUEL’s founder and managing director, Josh Williams, said: “this is quite a watershed moment in many ways.”

“Partnerships like this will only help elevate university esports further, and we’re delighted to have the opportunity to work with Levi’s,” he said.

Earlier this year, the company also partnered with Amazon to launch Amazon University Esports in Italy, Spain, and the UK.

Levi’s also launched Esports Collective, an attempt to “give them (the community) a voice”, and launched a deal with Prime League official League of Legends competition for the DACH region.

Esports Insider said: “The NUEL has done a great job in bringing in major companies such as Amazon and Levi’s to support its cause, elevating the state of esports in universities across the UK.”

“We’re intrigued to see any additional activations that may come from this collaboration,” they said.