North American esports organisation Immortals has announced a multi-year deal with off-road and street performance tires manufacturer Nitto Tire.
As Immortals’s official tire for 2022, the two entities will co-develop a customised content series and engage with gaming influencers across the organisation’s League of Legends LCS franchise and VALORANT competitive teams.
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According to the release, Nitto Tire will also serve as presenting partner of social content activations.
Stephen Leu, Director of Brand Publishing at Nitto Tire, commented: “Nitto Tire sees strong strategic alignment with Immortals. The team’s passionate following and innovative approach lend well to our own ‘enthusiast first’ ethos.
“We are excited to see how our two worlds will converge through our upcoming world-class activations and campaigns.”
The co-produced content series will range from celebrating fandom through fan art to creating mobile streaming rigs constructed out of tires and custom keyboard giveaways.
Immortals’s LCS team jersey will also have the Nitto Tire logo prominently featured on the sleeve.
Brett McGrew, VP of Partnerships & Activation at Immortals, said: “As beloved enthusiast brands and industry-leading innovators, Immortals shares exciting synergies with Nitto Tire. These synergies serve as the foundation for this partnership by putting us in a position to authentically connect with our community in a meaningful way.”
The partnership kicks off this autumn and will commence with custom content, giveaways, and social media activations.
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The two brands previously collaborated in 2018, when Immortals brought on Nitto Tire as an official sponsor and the exclusive tire supplier for its brands.
Earlier this year, Immortals joined forces with We Are Nations to create the organisation’s new line of brand merchandise with ‘zero profit pricing’.
Esports Insider says: Immortals and Nitto Tire have planned many exciting activations for fans, which will serve as the foundation for this partnership. With its ‘fueled by enthusiasts’ attitude, Immortals is set to connect gamers to the tire brand based on the intersection of their love of gaming and other passions.