Racing and esports organisation Veloce Esports has signed a multi-year partnership with sim racing hardware brand Fanatec.
As a result, Fanatec will become the official steering wheel partner for Veloce and will feature in content produced by the organisation. Veloce will also feature Fanatec branding on its liveries across multiple games.
Image credit: Veloce / Fanatec
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Fanatec is a manufacturer of hardware aimed at sim racing enthusiasts. This includes steering wheels, shifters and cockpits. The company is a partner of multiple sim racing esports teams, including Red Bull Racing Esports as well as both the F1 Esports Series and the World Rally Championship.
Rupert Svendsen-Cook, CEO, Veloce Esports, commented: “We’re so excited to welcome Fanatec to the Veloce family. This is a brand that has become synonymous with esports and sim racing in much the same way as Veloce I feel, so it’s a very good fit. I’m really looking forward to activating the relationship together with our highly engaged and ever-growing community.”
Veloce Esports, on the other hand, has launched a multi-title esports league and its own beer in 2021 with Swiss brewery 1936. The organisation also worked with Lando Norris on the launch of his gaming and lifestyle brand Quadrant in 2020. Alongside its esports operations, Veloce fields racing teams in the Extreme E and the W Series.
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Belma Nadarevic, Head of Marketing, Fanatec/Endor AG, commented: “Veloce shares our vision of what the next generation of motorsport and esports competition could look like. There is huge potential for growth in this sector and we’re excited to start this partnership with such a powerful content team.”
Esports Insider says: It makes sense for Veloce to partner with a known hardware brand. Moreover, Fanatec also should garner a lot of exposure through this agreement. Veloce is a very interesting hybrid of racing and esports, which provides the organisation with greater commercial opportunities across its two divisions.