Fnatic taps ASOS for fashion-focused esports sponsorship

Three-year deal aims to fuse the worlds of gaming and fashion

  • Partnership in the ‘multi-million pound’ bracket, says Fnatic
  • Asos secures first tie-up with an esports brand as Fnatic’s official retail fashion partner
  • Pair to produce online and offline activations, with Asos also getting branding on the front of Fnatic team jerseys

UK-based esports organisation Fnatic has landed a three-year partnership with online clothing retailer Asos, which the pair say will unite the worlds of gaming and fashion.

The arrangement marks the first time London-headquartered Asos has partnered with an esports brand. As part of the deal, the company’s logo will appear on the front of all physical Fnatic team jerseys, including the upcoming League of Legends World Championship jersey.

Financial terms of the agreement were not disclosed, but Fnatic described it as a ‘multi-million pound partnership’.

The deal will also see Fnatic and Asos collaborate on a variety of different activations, including multiple content series with Fnatic pro talent and creators, alongside virtual reality (VR) experiences and augmented reality (AR) filters.

In addition, the pair will work together on a bespoke third alternative kit, while Fnatic pro players and creators will feature in upcoming Asos campaigns. The two brands have also committed to working together on digital kits in the future and to producing branded in-game experiences and digital products.

“There are no other subcultures in the world that have influenced us more than gaming and fashion. Self-expression, both online and offline, has become a major point of convergence between both audiences,” said Sam Mathews, Fnatic’s chief executive.

“Through this partnership with Asos, we will empower all gamers to find their unique voice and style, inside and outside of the game. We couldn’t be more excited to be driving this change forward together with Asos.”

Robert Birge, Asos’ chief growth officer, added: “Gaming and fashion are both passions for young adults and as esports continue to boom, we’re incredibly excited about this partnership.

“GenZ-ers increasingly express their style in both the physical and digital worlds and this is something we’re excited to fuel. We’re also looking forward to seeing some of the world’s greatest esports athletes wear our name on their Fnatic jerseys at the Worlds in Iceland.”

Though the tie-up is a first for Asos, fashion brands have already dipped their toe into the competitive gaming sponsorship space. In June, clothing brand Ralph Lauren was named the exclusive fashion outfitter of Berlin-based G2 Esports. Prior to that, Louis Vuitton signed on as global partner of Riot Games’ League of Legends World Championship in 2019.

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