Building C3 Beyond Competition

C3 Esports has always been built around competition, but building Carolina collegiate esports requires more than what happens on match night.

As C3 continues to grow, the league is working with brands that can provide tangible resources, services, and opportunities directly to the schools and players within its network.

That effort now includes partnerships with Emerge Apparel, TeamSpeak, and Extron, each filling a different role within the C3 ecosystem.

From apparel and team stores to communications infrastructure and esports facility development, the goal is to make C3 partnerships useful beyond simply placing a logo on a broadcast.

“When we look at potential partners, we want to find companies that can actually provide something valuable to the programs we work with,” said Nathan Hedrick, C3 Commissioner. “We want these relationships to help schools build their programs, help players compete, and ultimately help us continue growing collegiate esports throughout the Carolinas.”

Emerge Apparel: Making Team Branding Easier

Emerge Apparel joins C3 as an official apparel partner, providing merchandise and apparel options for both C3 and its member programs.

A major part of the partnership is giving C3 member schools an easier path to developing their own apparel.

Programs looking to build or refresh their team identity can work with Emerge to create custom jersey designs at no design cost, removing one of the barriers teams often face when trying to create professional-looking uniforms.

Member programs can also work with Emerge to establish their own team stores, giving players, families, students, and supporters a straightforward place to purchase program apparel.

“The free jersey design offering was something that really stood out to us,” Hedrick said. “A lot of collegiate programs know what they want their brand to become, but actually getting jerseys designed, setting up a store, and managing all of that can become another project on top of everything else they already do. Emerge gives our members a much easier option.”

Emerge also powers the C3 merchandise store, expanding the partnership beyond individual member programs and into league merchandise.

Customers purchasing through the C3 store can use code C3ESPORTS for a discount on eligible purchases through November 1.

For C3 member entities looking for new jerseys or a complete team store, Emerge will serve as C3's preferred apparel vendor.

TeamSpeak: Supporting Competitive Communication

Communication can make the difference between a coordinated team and five players simply sharing a lobby.

Through C3's partnership with TeamSpeak, C3 receives its own server license while member entities can also receive TeamSpeak licenses at no cost.

Programs can use those licenses for competition, tournaments, leagues, practices, scrimmages, or other situations where reliable team communications are needed.

The partnership also gives C3 another communications option for its own competitive operations.

As C3 continues operating multiple game titles and larger postseason events, dependable voice infrastructure can help create a smoother competitive environment for teams and tournament staff.

“Team communication is such a basic part of esports that people almost take it for granted until it isn't working,” Hedrick said. “Being able to provide our member schools access to TeamSpeak gives them another tool they can use wherever they compete, not just when they're playing in C3.”

That wider usefulness is an important part of the partnership.

The licenses are not limited to C3 matches. Member programs can utilize them wherever their teams need competitive communications.

Extron: Supporting the Infrastructure Behind Esports

C3's partnership with Extron looks beyond competition itself and toward the physical infrastructure supporting collegiate esports programs.

As a league sponsor, Extron provides financial support to C3 while also helping create networking and educational opportunities around esports facility development.

For colleges and universities interested in creating or improving esports labs, the relationship gives programs an opportunity to learn more about the audiovisual technology and planning involved in building those spaces.

Schools within the C3 network can also explore opportunities to work directly with Extron when developing esports facilities using Extron AV equipment.

“One of the biggest things we're trying to do is connect schools with people who can help them solve real problems,” Hedrick said. “Some programs are trying to build their first esports space. Others are trying to figure out how to improve what they already have. Having a company like Extron involved gives us another resource we can connect those schools with.”

The partnership also creates opportunities for C3 programs to participate in networking and educational conversations surrounding esports technology, facility design, and long-term program development.

Partnerships Built Around the Programs

C3's relationship with each partner looks different.

Emerge provides an apparel and merchandising pathway.

TeamSpeak provides communications infrastructure.

Extron provides sponsorship support, education, networking, and opportunities surrounding esports facilities.

What connects all three is the ability to offer something back to the collegiate programs inside the C3 network.

C3 provides its partners with access to a growing Carolina collegiate esports community through event exposure, booth opportunities, brand placement, networking, and direct connections with participating programs.

In return, C3 can connect member schools with companies capable of supporting areas that extend well beyond league competition.

“Our goal isn't to collect as many logos as possible,” Hedrick said. “We want partnerships where we can point to something and say, ‘This is how this relationship helps our schools.’ If we can continue surrounding our programs with organizations that want to support collegiate esports, that makes the entire ecosystem stronger.”

Growing Carolina Collegiate Esports Together

C3 continues to expand across North and South Carolina through its leagues, broadcasts, events, and the Carolina Esports Festival.

But sustainable growth also means helping the individual programs participating in those experiences continue developing themselves.

That could mean making it easier for a club to finally get custom jerseys.

It could mean providing a team with communications software for its next tournament.

Or it could mean introducing a university to the resources it needs to begin planning its next esports facility.

Different partnerships solve different problems.

Together, they help C3 continue working toward the same objective:

building a stronger Carolina collegiate esports community.