Simulation racing team Red Bull Racing Esports has entered into a partnership with Danish sportswear brand hummel.
The deal will see the brand become Red Bull Racing Esports’ official team kit partner.
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Hummel will design a range of ‘performance kits’ for all of Red Bull’s sim racing drivers, with the entire collection becoming available to purchase in the Spring.
Oliver Hughes, Chief Marketing Officer at Red Bull Racing Honda, spoke on the partnership in a release: “hummel is a really exciting brand and one that very much shares our ambitions, our philosophy of pushing boundaries and creating memorable experiences for fans. hummel will deliver a performance kit that will give the Team the extra advantage to deliver on the virtual track.
“We look forward to giving our fans the first opportunity to buy Red Bull Racing Esports kit too. Watch this space!”
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Joining forces with hummel is the latest in a wave of partnerships for the sim racing team. In February, it entered a deal with gaming monitor manufacturer AOC. This month, the team also inked a deal with sim racing hardware manufacturer Fanatec.
Allan Vad Nielsen, CEO of hummel, also commented: “We’re extremely honoured to partner with the Red Bull Racing Esports team. This partnership represents another major statement for hummel in the world of esports and we’re looking very much forward to continuing our journey within this fast-growing industry.
“Now more than ever, esports is presenting new and innovative ways for brands to establish meaningful connections with fans and consumers. And by strengthening our focus even more, there’s no doubt that we are entering a world of opportunities. Finally, we’re both proud and humble to be associated with a worldwide brand like Red Bull and we can’t wait to see the huge potential in this partnership unfold in the coming years.”
Esports Insider says: The recent sim racing boom has certainly proved beneficial for one of the best sim racing teams in the world, as this Reb Bull’s third partner in the space of two months. Hummel is no stranger to the industry, and will be a great fit to provide Red Bull’s drivers and fans with high-quality apparel.