Cloud9 Esports has announced a partnership with ADK Emotions NY Inc. and T-Licensing Inc. to bring the BEYBLADE X franchise into the esports space through co-branded content, apparel and fan engagement initiatives in North America.
The collaboration reflects a broader push within the industry to grow at the intersection of esports, lifestyle and entertainment. In recent years, organisations have increasingly used anime partnerships to engage fans beyond competition, with projects such as Team Liquid x Naruto, FURIA x My Hero Academia, and Sentinels x Haikyu!! through a partnership with Crunchyroll.
The Cloud9–BEYBLADE agreement builds on this momentum, positioning the franchise’s 25-year history of competitive play alongside Cloud9’s esports reach.
Also read: Sentinels unveil Haikyu!! collaboration with Crunchyroll
The project is structured as a joint initiative designed to connect esports and anime communities through competition and storytelling. “Just like esports, BEYBLADE X thrives on passion, strategy, and the thrill of play that brings fans together across the world,” said Jonathan Tran, President at Cloud9 Esports. “This collaboration is more than a partnership; it’s a celebration of the competitive spirit that unites our communities and fuels the imagination of fans worldwide.”
The initiative comes ahead of the BEYBLADE X World Championship in October. Representatives from T-Licensing and ADK Emotions NY pointed to recent tournaments as evidence of strong crossover potential. “It’s electric, and we can’t wait to see how that natural overlap with Cloud9’s amazing esports fans adds to the electricity,” stated an ADK Emotions NY representative in a press release.
ADK Emotions NY, a subsidiary of ADK Emotions Inc., specialises in licensing Japanese anime IP for international markets. T-Licensing, the US arm of TOMY Company, Ltd., manages brand promotion and rights for BEYBLADE and other entertainment properties.
