Gaming peripherals company HyperX has announced a partnership with simulation racing team Red Bull Racing Esports.
The deal will see the company become Red Bull Racing Esports’ official peripheral partner. Moreover, HyperX’s logo will be featured on the in-game liveries of Red Bull’s cars.
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Other aspects of the partnership will see Red Bull’s drivers equipped with a range of HyperX peripherals as well as the company’s branding appearing on the team’s kit, which is being manufactured by Danish sportswear brand hummel.
Paul Leaman, Vice President at HyperX EMEA, spoke on the deal in a release: “Red Bull has been a longstanding partner of HyperX, whether running LIVE arena tournaments or competitions, so it was a natural progression to expand our partnership to include sponsorship of the Red Bull Racing Esports team. We also see a lot of synergy between our brands as Red Bull ‘gives wings’ to people and ideas. HyperX is driven by passion to shape the culture of gaming and empower each individual to achieve their best.”
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2021 has been a busy year for Red Bull’s sim racing team. Alongside impressive performances across a number of sim racing titles, the team has secured partnerships with hummel, sim racing hardware manufacturer Fanatec, and gaming monitor manufacturer AOC.
Oliver Hughes, Chief Marketing Officer at Red Bull Racing Honda, also commented on the collaboration: “We are incredibly proud of the growth and success of our esports team, which is, in turn, enabling us to partner with other market leaders in this space.
“Competing in such a wide variety of sim racing series relies on maintaining absolute focus and concentration during training and competition. Our drivers process a huge volume of audio and visual information incredibly quickly and need to react in an instant without distraction. Having the right peripherals is crucial and our new partnership with HyperX will enhance the audio experience and competitiveness of our sim racers.”
Esports Insider says: Throughout 2021, Red Bull Racing Esports has built a roster of some impressive partners and shows no signs of slowing down by securing HyperX as its peripherals sponsor. For HyperX, the deal is yet another addition to an extensive roster of partners. With plenty of eyes still on sim racing, it will be interesting to see the activations that come from the two parties.