One community, diverse interests, wide-reaching creators and authentic content: with SQVAD, SPORTFIVE has launched its own creator collective. As an organically growing platform, SQVAD uses the interests and channels of Gen-Y and Gen-Z to implement content ideas and tell authentic stories. SQVAD’s lineup initially formed from three experienced and wide-reaching creators who have been friends for years: Wakez, Nheisen and Proownez. The three creators are also united by the same roots – the city of Hamburg.
SQVAD was already established in spring 2022 as a standalone brand deliberately in young target groups as a brand that combines lifestyle themes such as Esports and gaming, but also fashion and music. SPORTFIVE will initially make the brand accessible only to a German-speaking audience, but it will be scaled to a global level in the long term.
Eike Gyllensvärd, President Global Esports and Gaming at SPORTFIVE, says: “After an initial test phase, we have further developed SQVAD so that we can officially place the platform as a SPORTFIVE brand in German-speaking countries and make it commercially viable. Our mission is to serve a previously non-existent sweet spot. Gen-Y and Gen-Z follow content that creates added value in an entertaining way. Our collective offers the opportunity to bring diverse interests to life and unite them within one platform.”
SQVAD and its members already reach a total of over three million followers, with YouTube (2.1 million), Instagram (522 thousand) and TikTok (312 thousand) among the strongest platforms. Event-related as well as daily content formats are produced on these platforms, as well as on Twitch, Twitter and Facebook. The synergies that SPORTFIVE can offer with its broad portfolio provide Creators with an attractive home for development.
Creators Wakez, Nheisen and Proownez are active as an ambivalent collective in all FIFA titles, but also generate strong reach from their interest in lifestyle, fashion and music. SQVAD thus offers attractive partnership opportunities for diverse fields of interest.
SPORTFIVE provides full-service support for brands interested in SQVAD, ranging from planning and conception of the partnership to production of creative content and evaluation. The goal is to expand the community and build new partnerships that authentically feed into SQVAD’s thematic areas.