XSET, a new organisation founded by former Faze Clan executives, has partnered with energy drink company GHOST, the company’s first esports partnership.
GHOST will become its exclusive partner for supplements and beverages, a jersey sponsor, a sponsor of any future events, and will produce content and merchandise branded with the organisation.
XSET was founded in July 2020 by three former FaZe Clan executives and Marco Mereu, the founder of Framerate, a company acquired by Super League Gaming in 2019. Former FaZe Clan President Greg Selkoe is the CEO of the organisation and he surely ruffled a few esports feathers as he compared the modern esports organisation to a frat house in a New York Times interview.
Mereu, COO of XSET, said in a release: “XSET is excited to be GHOST’s first official partnership in esports and their entré into gaming culture. Their brand and mission aligns perfectly with XSET’s movement for change in creative expression, diversity, and inclusion. We’re excited to see what we can build together for our collective audiences around the world.”
The organizations goal is to foster more diversity and inclusion in esports. XSET has signed teams or streamers in Rocket League, Valorant, Call of Duty, and Fortnite. It has also signed mainstream influencers including NFL player Kyle Van Noy, professional skateboarder Minna Stess, and broadcaster Erin Ashley Simon.
Ryan Hughes, CMO of GHOST, commented: “As lifelong gamers, we’ve been searching for the right organization and partner to enter esports in a thoughtful and meaningful way. That organization is XSET. Through authenticity and a shared drive to challenge the status quo, this partnership helps pave the way for a new era in gaming and we’re excited to be a part of it. This is bigger than supplements and gaming. This partnership encompasses what we’re all about; it’s sports, it’s music, it’s culture…it’s an experience.”
Esports Insider says: Energy drink and supplement partnerships can always be slightly controversial. Anything branded a supplement isn’t tracked by the FDA. Unlike other supplement companies, however, GHOST discloses exactly how much of each ingredient is in its supplements. Much like Herman Miller and JBL’s esports entrances this year, this is a more established company that hasn’t previously worked in esports but operates in a space dominated by endemic gaming brands.