We Are Nations Inks Licensing Agreement for ULT Brand

  • We Are Nations signs licensing agreement and marketing partnership with Ultimate Media Ventures (UMV).
  • Product’s from UMV’s esports brand ULT will be sold in Europe for the first time, while UMV will market We Are Nations products.
  • The agreements do not include ULT products for the Overwatch League and other esports competitions. 

Esports merchandise company We Are Nations has signed a licensing agreement with UMV, which produces esports and gaming lifestyle products. We Are Nations will push out apparel and other items from the ULT line to North American retailers, launch the brand in Europe, and explore other global sales and distribution options. Financial terms were not disclosed.

UMV has also been named We Are Nation’s marketing agency of record, and will continue to promote items from both companies. Although UMV has a merchandise collaboration in place with Activision Blizzard’s Overwatch League teams, this will not factor into the partnership.

“Nations firmly believes that the esports industry thrives on the idea of playing well together and we are extremely excited to partner with UMV to help expand their lifestyle brand around the world,” said Trenton Pierson, SVP of strategy at We Are Nations, who will lead the project from his company’s side. “At Nations, we have always believed that success in esports merchandising would be less about reacting to production orders, and more about actively building brands.”

We Are Nations is the official merchandise and retail partner of the League of Legends Championship Series (LCS), and is also merchandiser for several team organizations including G2 Esports, Luminosity Gaming, Misfits Gaming, and Origen. The ULT brand, meanwhile, features branded products for eUnited, Counter Logic Gaming, and Spacestation Gaming.

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