Fnatic announces partnership with ASOS

The British esports organization has announced a partnership with the retail brand ASOS. The partnership will include the usual advertising formats: online and offline activities. In addition, the ASOS logo will appear on the club's jersey. The multimillion dollar partnership agreement is valid for three years.

The deal marks the first esports brand partnership for ASOS. The agreement promises a multitude of content streams featuring esports players and Fnatic content makers in upcoming ASOS campaigns.

According to the press release, the parties will also work together on a custom-made third alternative kit, as well as digital products.

Sam Matthews, CEO of Fnatic: “There are no other subcultures in the world that have influenced us more than games and fashion. Expression, both online and offline, has become the main point of contact for both audiences. Through this partnership with ASOS, we will enable all players will find their unique voice and style both inside and outside the game. "

Note that previously ASOS acquired British multinational brands Topshop, Topman, Miss Selfridge and HIIT from the now closed Arcadia Group for 330 million pounds.

In April, Fnatic partnered with esports and entertainment agency SPORTFIVE to announce its search for a new global sponsor following the expiration of its contract with mobile phone maker OnePlus.

Fnatic jersey currently features the brands BMW, Crypto.com, Jack Links and AMD.