Overwatch League team Boston Uprising has signed a deal with headphone brand Bose.

The partnership was announced at the Octagon Sports Marketing Symposium.

Bose has partnered with other Kraft Group-owned sports franchises in the past.

Kraft Sports + Entertainment has signed a sponsorship agreement with Bose for the Boston Uprising , the Overwatch esports team the Patriots and Revolution ownership group operates. The deal, representing another significant buy into esports by a non-endemic sponsor, was outlined this morning at the Octagon Sports Marketing Symposium by Jennifer Ferron, Kraft Sports + Entertainment CMO. “They’re a great company. They’ve done a lot with the Kraft Group for a number of years now,” Ferron said of Bose. “They want to be in this space making headwear and headsets that gamers can use, so this gives us an opportunity to help them develop that.”

Financial terms were not disclosed, but the agreement adds to another non-endemic one Kraft Sports + Entertainment with Gillette for Boston Uprising. And Ferron said one of her calls after landing the Overwatch franchise was to Greg Via, Gillette’s global head of sports, esports and entertainment marketing, given the long ties between the Kraft group and Gillette, and the brand’s existing entries into esports. “When we talked to Greg, it was as much an opportunity for us to learn from the Gillette brand and this blue-chip company about esports as it was for them to continue their partnership with us,” Ferron said. “We have a relationship that is tried and true and stood the test of time. And for us to be in this [esports] space together, it was really opportunistic.”

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[perfectpullquote align=”right” cite=”” link=”” color=”” class=”” size=””]“We’re almost at hyperspeed moving forward into something that has taken other leagues years and years to cultivate.”[/perfectpullquote]

Ferron also said the Kraft Group’s work with Boston Uprising in many ways is seeking to accelerate greatly the fan development work that occurred in traditional stick-and-ball sports over many decades. “We’re almost at hyperspeed moving forward into something that has taken other leagues years and years to cultivate,” she said. But aiding that process is a marked willingness by esports fans to accept significant shifts in core matters such as scheduling and competitive structures. “In esports, the audience and community has been very accepting of change,” Ferron said. “They’re accustomed to having games that are being modified as you’re going along. In traditional sports, you might never accept a rule change in the middle of the season….the literal game of Overwatch, League of Legends , changes from season to season and often times in the midst of a calendar year.”

Meanwhile, Octagon Senior VP Jeff Meeson outlined at the symposium the affinity drivers around esports, with factors such as the tight fan communities and opportunity to socialize around key games and the ability for fans to play the games themselves and level up in them serving as key sources of fandom. Meeson’s study found that esports currently has a global audience of 380 million fans, with more than two thirds of that group in the highly coveted 18-34 age group. “Why are people going bonkers over this?…There are lot of important qualitative drivers as to why fans care,” Meeson said.

Eric Fisher is a staff writer for Sports Business Daily, where this article appeared first.