Fnatic sign up with Asos

Esports team sign a fashion-focused sponsorship deal.

Fnatic have announced a three-year deal with online clothing retailer firm Asos in a multi-million-pound deal. The deal sees the London-headquartered clothing retailer become Fnatic’s Official Retail Fashion Partner.

As part of the deal, the Asos logo will appear on all of Fnatic’s team jerseys. Both parties will also collaborate together on various projects including various content series with Fnatic’s pro talent and creators with virtual reality (VR) experiences and augmented reality (AR) filters.

Asos will also work on a third alternative kit for the esports organisation, while Fnatic’s pro players and creators will feature in Asos’s campaigns. Asos has also announced that it will work with Fnatic to create digital kits and products along with curating branded in-game experiences.

Speaking about the organisation stepping into the fashion world, Fnatic’s Chief Executive, Sam Mathews, stated:

“There are no other subcultures in the world that have influenced us more than gaming and fashion. Self-expression, both online and offline, has become a major point of convergence between both audiences. Through this partnership with Asos, we will empower all gamers to find their unique voice and style, inside and outside of the game. We couldn’t be more excited to be driving this change forward together with Asos.”

Robert Birge, Asos’ Chief Growth Officer, added:

“Gaming and fashion are both passions for young adults and as esports continue to boom, we’re incredibly excited about this partnership. GenZ-ers increasingly express their style in both the physical and digital worlds and this is something we’re excited to fuel. We’re also looking forward to seeing some of the world’s greatest esports athletes wear our name on their Fnatic jerseys at the Worlds in Iceland.”

Before Asos’s move in the esports world, the fashion world had seen Ralph Lauren team up with G2 Esports in June 2021 while Louis Vuitton had signed on as the Global Partner of Riot Games’ League of Legends World Championship in 2019.