French esports organisation Team Vitality has partnered with hardware brand CHERRY XTRFY (Cherry Xtrfy), with the deal lasting two years.
The hardware brand will supply its products to Team Vitality’s headquarters and players, and will also support Vitality’s international expansion.
As part of the two-year deal, Cherry Xtrfy branding will also be featured on Team Vitality jerseys. The two brands will additionally create special activations for fans.
Cherry Xtrfy was founded after Cherry, a German company best-known for producing mechanical keyboard switches and keyboards, acquired the Swedish esports-focused peripherals brand Xtrfy, thus renaming the brand. The merger was finalised in late 2022.
Cherry is one of the oldest keyboard brands in the world. The company created its first keyboard in 1973, and is regarded as one of the pioneers in the design of mechanical keyboards.
The partnership with Team Vitality will focus on the organisation’s CS:GO team and equip the three main venues that Vitality operates: its headquarters in Paris, and its performance centres in Berlin and at Stade de France.
The two companies additionally announced that they plan to develop co-branded products for the esports and gaming audiences in the future, but did not mention any specifics.
Nicolas Maurer, CEO of Team Vitality, said: “We are very happy to welcome CHERRY XTRFY as an official partner. We know that this brand is a reference for quality and performance within an ever-changing industry.
“The timing of their arrival at Team Vitality is ideal. CHERRY XTRFY will be at the heart of our 10th anniversary celebrations and will benefit from our presence in the biggest international competitions.”