The Chiefs announces partnership with AndaSeat

Australian esports organisation The Chiefs Esports Club has announced a partnership with gaming chair manufacturer AndaSeat.

As a result of the partnership, AndaSeat will provide The Chiefs’ players with its gaming chairs. According to the release, the chairs will also be utilised in activations hosted by the Australian organisation throughout the year.

Image credit: AndaSeat, The Chiefs

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Nick Bobir, CEO of The Chiefs, commented: “AndaSeat are a major player in the global gaming chair market, trusted by some of the largest teams in the world.”

This is not AndaSeat’s first foray into esports, with the chair manufacturer collaborating with UK organisation Fnatic in May 2020. The partnership saw Fnatic launch a limited-edition chair the following month, which was available to purchase. 

2021 has already been a fruitful year for The Chiefs. In February, the organisation secured $2.15m AUD (~£1.2m) in investment from SQID Technologies. Earlier this month, the esports organisation also announced an extension of its partnership with peripherals firm HyperX.

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AndaSeat joins the likes of Marvel, Menulog, L’Oréal, and Red Bull, among others, as partners of the organisation.

Bobir continued: “As soon as we heard they (AndaSeat) were coming to Australia and had the collaboration with Marvel coming out, we knew this was the perfect chance to create a unique partnership. We’re looking forward to working together on upcoming activations and allowing our players to compete in comfort.”

Esports Insider says: The Chiefs continue to bolster its commercial portfolio with the addition of AndaSeat and it’ll be interesting to see how the chair manufacturer will be integrated into the esports organisation’s branding. Overall, The Chiefs’ commercial growth, alongside ORDER’s announced investment earlier this month, showcases the development of esports in Oceania.

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