Snipes will become ESL’s first "official fashion retail supplier," in a multi-event partnership that includes an exclusive co-branded clothing line, according to Graham Ashton of THE ESPORTS OBSERVER. The partnership will begin at ESL One Cologne this weekend, where Snipes will have presenting rights for the Players’ Lounges. At gamescom 2018, the first ever co-branded ESL clothing collection "will be unveiled," with Snipes to also have "on-the-ground presence at the gaming trade fair." Further activations are also planned for ESL One Hamburg. Snipes marketing consultant Ismail Boulaghmal said, "As opposed to most brands, for Snipes, it's not about tapping into new target groups since gaming fans already love street wear. For us, it's about merging gaming and streetwear and we dedicate ourselves to this great task with a long-term plan" (THE ESPORTS OBSERVER, 7/5).
FORMULA 1 ESPORTS: Ashton also reported Formula 1 announced "another sponsor" for its professional esports series: racing sim hardware brand Fanatec. A unique instance of an endemic sponsorship for a sports sim esports competition, Fanatec will supply gaming steering wheels and pedals for the competition, produced by German company Endor. Fanatec will debut as an official sponsor of the second F1 Esports Series on Monday, during the Pro Draft in London. The agreement will run through '22, with an extension next year for Fanatec to "also supply cockpits and seats for the simulators used in the next F1 Esports Series" (THE ESPORTS OBSERVER, 7/4).
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