North American esports and gaming organisation FaZe Clan has announced a multi-year partnership with luxury sports car brand Porsche.
The partnership will see both parties work together on content creation, consumer products, web3 digital assets and goods, as well as esports integrations.
This is not the first time Porsche is partnering with an esports organisation, however, it is the first time the brand is steering away from racing games. Porsche is notable for its involvement in sim racing and recently created an official esports works team with sim racing esports organisation Coanda Esports. Porsche is also a participant in the Le Mans virtual Series, and the company has its own esports competition called the Porsche Esports Challenge.
FaZe’s partnership with the German car manufacturer will be much broader than sim racing, as the deal kicks off with the creation of a content series including FaZe Clan members. The two companies described the series as a way of “expressing FaZe Members’ unique stories of success and engaging in new experiences through the world of Porsche.”
In addition, Porsche will also become the official partner of all FaZe Clan esports teams, and work with the gaming company to roll out digital collectibles and other items in the Web3 space.
Robert Ader, CMO of Porsche AG, commented on the news: “Porsche has been deeply involved in gaming and esports for several years, with a clear focus on racing – staying true and authentic to the heritage and DNA of the brand.
“Throughout our discussions, we’ve seen that FaZe and Porsche share similar core values of performance and innovation. Through this first-of-its-kind partnership, we aim to inspire the gamer community to realise their own dreams.”
The partnership is a welcome one for FaZe Clan, with the company struggling to increase its market cap since going public in 2022. The organisation recorded a sizeable loss in 2022 and its leadership made some grim remarks in its last address, noting that there is ‘substantial doubt’ in its survival if things do not change for the better.
Lee Trink, CEO at FaZe Clan, added: “We’re thrilled to partner with a modern luxury brand like Porsche, who like FaZe Clan pushes boundaries to expand its audience, while also consistently placing the importance of community and innovation first.”