Tag Heuer and Porsche expand ties with esports competition
Tag Heuer, the Swiss luxury watchmaker, has agreed a deal to become the title sponsor of the Porsche Esports Supercup, the renowned German car manufacturer’s virtual racing competition.
Under the agreement, the series will be renamed the Porsche Tag Heuer Esports Supercup as the two parties expand on their existing relationship.
Last year, the watch brand became the official title and timing partner of the Porsche Formula E team ahead of its debut in the electric racing series this season.
As well as the sponsorship, the competition’s prize fund has been doubled from $100,000 to $200,000.
The Porsche Esports Supercup, now entering its second season, was launched by the car maker last year in partnership with sim racing platform iRacing.
The tournament will be broadcast on iRacing’s online esports platform.
Meanwhile, McLaren, the Formula 1 motor racing team, has extended its partnership with Logitech G, the technical computer hardware and equipment supplier, to continue to support the team’s esports initiatives.
In recent years, the company has supported sim racing tournaments such as the McLaren Shadow Project and the Logitech G Challenge, which featured more than one million competitors across the two competitions.
As part of their expanded relationship, McLaren and Logitech will this year launch G Challenge 2020, a single virtual racing series which they describe as “the most inclusive eRacing competition in the world.”
McLaren has developed a strong presence in esports, including competing in the F1 Esports Series.