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Volume 7 No. 149
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Audi Commits To Esports With Two New FIFA Sponsorships

German automaker Audi added a pair of football esports franchises to its portfolio of endorsement deals, FIFA squad Fokus Clan and 2nd Bundesliga club Ingolstadt 04’s esports team, according to Max Miceli of THE ESPORTS OBSERVER. As a part of a three-year deal with Fokus Clan, the Stark eSports-managed team "will be provided a specially branded Audi Q7 e-tron car" with a PlayStation 4 for the next six months to promote the partnership with a series of planned activities. Audi’s logo will also be featured on team apparel and its social media. Audi joins Fokus Clan as the team’s second sponsor, "following German potato and kettle chip company funny-frisch." Additionally, Audi will work with FIFA pros managed by Stark eSports who play for Ingolstadt's developing team. Audi's involvement in Ingolstadt's esports initiatives "will be done in conjunction with Munich-based electronics retailer Media Markt." Audi and Media Markt currently serve as the club's main partners (TEO, 11/28).

RAZER WILLIAMS F1: Miceli also reported Razer announced a long-term sponsorship of Formula 1 franchise Williams Esports. The deal, which marks Razer’s first with a pro F1 organization, "will see the gaming brand provide Williams with peripherals as well as gaming laptops." In addition, Razer will collaborate with Williams to develop technology, including the brand’s HyperSense property, "to further improve the immersive aspects of race simulations" (TEO, 11/27).

For more coverage of the business of esports, visit our partners, esportsobserver.com.