The Formula One global motorsport championship has named US sportswear and apparel brand New Balance as the presenting partner of its F1 Esports Series.
The deal will see New Balance fully integrated into the competitive gaming tournament’s championship round through activations at live events and via branded digital content. Drivers competing in the series will also wear socks and shoes made by the brand while competing for their respective teams.
“New Balance are the global leaders in footwear performance technology and a lifestyle brand that transcends traditional sport,” said Chris Travers, director of global partnerships at Formula One.
The announcement comes after the recent inaugural F1 Esports Pro Draft in July, which saw drivers selected by Formula One outfits competing in the series. All of the teams that take part on the track have committed to the esports competition with the exception of Ferrari.
Chris Davis, vice president of global marketing and sports marketing at New Balance, added: “At New Balance, we firmly believe that our partnerships are a reflection of our values. Partnering with F1 Esports initiative exemplifies our commitment to marketing innovation and creating meaningful connections to consumers who desire premium fan experiences across the world.
“Both New Balance and Formula One consistently strive to bring an elevated product to our respective consumer bases – we will collaborate to celebrate craft, thoughtfulness and sophistication.”
The series’ championship round, which marks the culmination of this year’s tournament, will consist of three live broadcasted and streamed events live from London in October and November. Teams collect points in the same format as the Formula One world championship, with an overall prize pool of US$200,000.