Nissan is looking to expand their awareness to the 435+ million esports demographic and they’ve picked two of the biggest orgs to partner with being FaZe and OpTic.
Nissan’s deal will put their logo on player jerseys and the players into Nissan cars such as the Nissan Armada, Altima, Kicks and the all-electric Nissan LEAF.
Nissan is another huge non-endemic sponsor to enter the esports realm but not the first automobile company. Earlier this year Honda partnered with Team Liquid and Cloud 9 made a deal with BMW of Southern California.
Expect to see more of this in the future as esports continues to eclipse other forms of media such as TV, Movies and Music.
Full Press Release:
NASHVILLE – Nissan is entering the world of competitive esports and video game streaming by becoming the first automaker to partner with two of the biggest teams in the space – FaZe Clan and OpTic Gaming.
“For any company trying to reach the Gen Z and millennial-minded audience, streaming and esports is an enormous opportunity,” said Robert Cross, director, media and activation, Nissan North America, Inc. “We believe this partnership presents a new approach in introducing ourselves and connecting with millions of fans through their favorite gamers.”
According to Newzoo’s 2019 Global esports Market Report, the global esports audience will grow to 453.8 million worldwide in 2019. Additionally, in 2018, the YouTube and Twitch audience for esports was larger than the viewership of HBO, Netflix and ESPN combined.
Based in the Hollywood Hills, FaZe Clan is the most subscribed esports team in the world. The team competes in competitive titles such as Call of Duty, Counter-Strike: Global Offensive, FIFA, Fortnite Battle Royale, PlayerUnknown’s Battlegrounds and Tom Clancy’s Rainbow Six Siege. Additionally, FaZe Clan is known for the lifestyle brand it has built through merchandise and celebrity players streaming on Twitch and YouTube.
“We are thrilled to have an innovative automotive company like Nissan as a sponsor and brand partner,” said Lee Trink, CEO, FaZe Clan. “We look forward to creating compelling content together for this exciting relationship.”
Founded in 2006, the Texas-based OpTic Gaming organization competes worldwide for some of the most recognizable titles in esports, including Call of Duty, Counter-Strike: Global Offensive, Gears of War, League of Legends, Overwatch and Fortnite Battle Royale.
“It’s an honor for OpTic to introduce Nissan to esports,” said Ryan Musselman, president, OpTic Gaming. “Nissan has been innovating since the 1930’s, and we believe the crossover of our engaged and tech-savvy fan base will help drive Nissan’s continued history of improving the lives of vehicle owners through their unique approach of technological integration.”
As part of the agreement, the Nissan logo will proudly appear on the FaZe Clan and OpTic Gaming competition jerseys. Additionally, team members will have access to Nissan vehicles to integrate into social and digital content. Vehicles involved will include the Nissan Armada, Altima, Kicks and the all-electric Nissan LEAF.
“Both FaZe Clan and OpTic Gaming bring a unique audience to the Nissan family. We could not have chosen better partners to help Nissan authentically connect with the cultural phenomenon that is esports worldwide,” Cross said.
With the announcement, Nissan adds esports to its roster of athletic partnerships, which already includes a 12-year partnership with the Heisman Trust as well as sponsorships of college athletics across the states. Nissan is also the title sponsor of Nissan Stadium in Nashville, home of the NFL Tennessee Titans.