North American esports organisation FaZe Clan has partnered with energy drink brand G FUEL in a multi-year, multi-million-dollar sponsorship and licensing deal.
The two brands previously worked together up until 2022 when FaZe teamed up with drinks brand GHOST. With the organisation now under GameSquare’s ownership, FaZe Clan and G FUEL have agreed to create new content and products together.
According to a release, the partnership will be one of the biggest transactions in GameSquare’s history. As part of the deal, FaZe Media will also receive an equity component in G FUEL.
FaZe Media is the recently formed creator-led media company for FaZe Clan’s IP. Shortly after its formation, GameSquare sold a 25.5% share to Richard ‘FaZe Banks’ Bengston, the company’s CEO and one of FaZe’s original founders.
Faze Media’s first-ever partnership deal will see G FUEL as the presenting sponsor for the FaZe Clan Subathon, a month-long constantly running stream, that is set to take place this September. During the stream, the FaZe House will be renamed to the ‘FaZe G FUEL House’ as a tribute to the original FaZe house that was sponsored by G FUEL in 2014.
Alongside the Subathon event, the two companies will be launching in-person collaborations and co-branded products.
G FUEL was once a long-term sponsor for FaZe Clan, but it has also influenced the gaming and esports market through other partnerships. The drinks brand currently sponsors some of the most well-known streamers including the likes of Nicholas ‘Jynxzi’ Stewart, Felix ‘PewDiePie’ Kjellberg and Tyler ‘Ninja’ Blevins. The company has also partnered with other esports organisations such as Sentinels back in 2022.
G FUEL CEO Bryan Crowley spoke on the partnership: “I’ve always felt that the original G FUEL and FaZe partnership was best-in-class, so working with Banks and the FaZe team to reignite this collaboration and deepen our relationship within our diverse community of fans, customers, creators, and partners is exciting.
“This comes at a perfect time; with FaZe pushing boundaries and nurturing the next generation of content creators, we are continuing to innovate with new products and categories to meet the needs of our evolving customer base. As our partnership takes shape, we’re excited to drive engagement across the global gaming and creator communities.”
