European esports organisation G2 Esports has announced a partnership with Herman Miller Gaming, a division of luxury furniture company Herman Miller.
The multi-year deal will see Herman Miller Gaming provide G2’s players with new chairs, tables and monitor arms from the brand’s portfolio.
In addition, both parties will work together to share insights and influence future product development, which will include connecting G2 players and the greater G2 community with Herman Miller’s team.
The furniture brand will also work on a performance model with G2’s team, examining how they might improve the ways G2 Esports recruits and trains players.
Carlos ‘ocelote’ Rodriguez, Founder and CEO of G2 Esports, commented: “Herman Miller is the absolute crown jewel of sitting comfort. G2 and Herman Miller are the cream of the crop and I can’t think of many better partnerships. If you ask me to team up with my ideal brands, Herman Miller would literally come in the Top 10. That’s insane. I’m both grateful and excited for what’s to come.”
Herman Miller Gaming will become the latest addition to G2 Esports’ growing roster of commercial partners, which also includes Ralph Lauren, adidas, BMW, Twitch, Pringles and Mastercard, amongst others.
According to the release, G2 is the ‘largest esports team’ to date that Herman Miller Gaming has ever partnered with.
In the past, the furniture brand has collaborated with Overwatch League franchise Philadelphia Fusion as well as launched a collaborative gaming chair with Logitech G. A few others of its commercial partners also included TSM, San Francisco Shock and Complexity Gaming.