Fnatic expands partnership with SPORTFIVE

British esports organization Fnatic has announced the expansion of its existing partnership with sports and esports agency SPORTFIVE. As a result, SPORTFIVE becomes Fnatic's official sales agency for future global partners.

SPORTFIVE will reportedly continue to help Fnatic secure deals with brands around the world, with a focus on finding partners to feature Fnatic's rosters on the jersey.

Craig Edmondson, Fnatic Chief Commercial Officer: "We are excited to expand our partnership with SPORTFIVE, in which the agency will partner with some of the most recognizable assets in esports - jersey placement rights for all Fnatic professional teams."

SPORTFIVE and Fnatic have been working together for the past two and a half years. The agency has been a key player in the partnership between Fnatic and clothing retailer ASOS. In doing so, ASOS replaced OnePlus as the main sponsor of the Fnatic jersey in 2022.

Paul Mennekes, SPORTFIVE esports director:"We are proud to have expanded our partnership with one of the biggest esports teams in history and bring some of their most valuable global assets to market. Having already successfully facilitated the partnership with ASOS last year, we are thrilled to launch a new project of a similar caliber".

In addition to the much-discussed partnership with ASOS, Fnatic and SPORTFIVE have collaborated on other projects, including deals with Klarna and Hisense. In addition, the agency helped facilitate partnerships between Nike and T1, as well as LEC deals with KitKat and Warner. SPORTFIVE is currently a partner of Misfits Gaming Group and Immortals.