FaZe Clan expands partnership with G Fuel
FaZe Clan, the global esports organisation, has expanded its long-standing relationship with G Fuel, the energy drink brand based in USA.
In addition to collaborating on joint content, retail distribution, and merchandise and apparel sales, the pair have worked together to launch a new G Fuel drink, FaZeberry, which is available for purchase online, and will also be put on sale at selected retail outlets in USA.
The original partnership began in 2012.
A new content creation facility, called G Fuel Studio, will be built at FaZe Clan’s headquarters, for joint marketing and promotional activities.
FaZe Clan’s chief revenue officer, Jeff Pabst, said: “FaZe Clan and G Fuel have been one the more storied partnerships in gaming. Product development has been a key area of focus, with numerous themed flavours that have been introduced over the past eight years.”
G Fuel, produced by the energy drinks manufacturer Gamma Labs, describes itself as the official drink of esports.
Elsewhere, DreamHack, the esports promoter owned by Sweden’s Modern Times Group, has signed up Doritos, the popular snacks brand owned by PepsiCo, as a sponsor for its Summer and Winter festivals this year.
Doritos will have a large presence at both events, and the brand is also set to sponsor a new DreamHack competition for the summer event, with details to be announced soon.
Last year, the brand sponsored the League of Legends Pro League, but did not renew the agreement for 2020.