Immortals LLC has brought on Nitto Tire as an official sponsor and the exclusive tire supplier for its brands Immortals, MIBR, and Overwatch League franchise Los Angeles Valiant.
Nitto Tire will be launching a digital content series entitled “Fueled by Enthusiasts” involving MIBR and Los Angeles Valiant. It will explore the passions of the teams’ players outside of their careers.
The partnership will be debuted at Los Angeles Valiant’s Community Block Party on October 20th with an activation: Junkertown IRL Presented by Nitto Tire. It will include Nitto Tire product integrations in an inactive installation.
Ari Segal, President & COO of Immortals LLC said the following in a statement: “Nitto Tire is a company driven by passion and innovation, as is Immortals, and that alignment allows us to activate with real authenticity. This partnership will focus on bringing to life that passion: the passion of our players, in and out of the game, and the passion of our fans to connect to our players and the games they love.”
Several players from MIBR and Los Angeles Valiant will also work with Nitto Tire to kit of their vehicles with the company’s products and then distribute them online to their fan bases.
Stephen Leu, Director of Marketing at Nitto Tire discusses its association with games: “Nitto is recognized as a leader of innovative marketing within the tire industry. We have a rich history of marketing through video games which includes a proprietary PC racing game, and numerous in-game brand placements on both social and mobile gaming platforms. A partnership with a leading franchise such as Immortals was the natural fit in our foray into the esports arena.”
Immortals is partnered with Mountain Dew, K-Swiss, Microsoft, Razer, Otter Pops, and LF Gaming. MIBR is partnered with Mountain Dew, K-Swiss, Razer, Betway, and Tinder. Los Angeles Valiant is partnered with Microsoft, Razer, Otter Pop, and Uncle Drew.
Esports Insider says: You certainly don’t expect an organisation such as Immortals to get involved with a tire company, but what both parties have planned so far sounds surprisingly good. High-effort partnerships with numerous activations and initiatives are always welcome in the industry – our fingers are crossed that Nitto Tire stays for the long run.