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Top Esports Commercial Partnerships: FaZe Clan, Complexity, More

Esports commercial wrap up

Top Esports Commercial Partnerships: FaZe Clan, Complexity, More

With the majority of esports approaching the mid-way part of their seasons, here are the latest commercial partnerships.

FaZe Clan:

North American esports organisation, FaZe Clan, have announced a partnership with gaming furniture manufacturer, RESPAWN.

RESPAWN will become the official gaming chair partner of the organisation and will provide athletes and content creators with a range of gaming chairs.

Additionally, the pair will collaborate on a range of co-branded chairs with varying colour schemes, three chair designs will also be placed at different price points.

Commenting on the deal, FaZe Clan senior vice president of partnerships, Adam Bauer, said: “We are proud to partner with RESPAWN as the official gaming chair partner of FaZe Clan.”

“This partnership came together organically through both FaZe Clan and RESPAWN’S quest of making sure our content creators, esports pros and gamers around the world have access to a comfortable gaming setup for long term player health.”

The partnership means RESPAWN becomes the 11th partner of the organisation, joining SteelSeries, McDonald’s and MoonPay.

Atlanta FaZe:

FaZe Clan’s Call of Duty league franchise, Atlanta FaZe, have announced a partnership with gaming peripheral company, SteelSeries, and its controller accessory brand, KontrolFreek.

The deal sees the two companies provide the franchise with a range of headsets and thumb sticks, with the parties collaborating on various projects, including product testing, digital events and brand activations.

Commenting on the deal, Atlanta FaZe head coach, James Crowder, said: “We’re excited to align with SteelSeries and KontrolFreek, two iconic brands with a tonne of rich history in esports and gaming and they continually push the boundaries of innovation for gamers.”

“It’s no secret that SteelSeries creates the best audio in gaming and esports and our players have won multiple championships using KontrolFreek Performance Thumbsticks over the years, so we knew we wanted to be a part of the SteelSeries and KontrolFreek families and give our players a competitive edge,” he said.


North American esports organisation, Complexity, has expanded its partnership with streaming platform, Twitch.

The deal will see Twitch work closely with Complexity’s internal sales team to source sponsorships across their teams, streamers, content, competitions and events.

Commenting on the deal, Complexity head of sales, Christina Grushkin, said: “As the senior director of client strategy at Twitch for a number of years, I know the value Twitch will provide to Complexity to innovate our approach to sponsorships and find new ways to connect with fans.”

“With the collective mindshare of the Complexity and Twitch teams, we’ll be able to create new and engaging opportunities for fans,” she said.

League of Legends North America:

League of Legends (LoL) North America has announced a multi-year partnership with telecommunications company, Verizon.

The deal sees Verizon become a founding partner of LoL Wild Rift, and the exclusive 5G network and wireless provider of the series.

Additionally, both companies will collaborate to create immersive fan experiences as well as integrating the brand into Wild Rift tournaments.

Commenting on the deal, LoL head of esports partnerships and business development North America and Oceania, Matt Archambault, said: “After such a passionate response to the Wild Rift game, launching season one of the esport was a natural next step for the title.”

“When assessing elite partners for the launch, it was clear that Verizon’s category recognition for speed, scale, reliability and technology sophistication across mobile seamlessly align with the expectations of the Wild Rift community,” he said.

The pair have re-joined forces after Verizon sponsored several Valorant and LoL tournaments in 2020, including the Mid-Season Invitational and the inaugural First Strike Tournament.

To see the previous edition of the top commercial partnerships in the esports world, click here.

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