Fnatic Partners With Steelcase and Betify

Fnatic partners with Betify and Steelcase.

UK-based esports organization Fnatic announced two partnerships this week with gaming furniture company Steelcase and online cryptocurrency casino platform Betify.

Financial terms of both deals were not disclosed, though in a social media post, Fnatic CEO Sam Mathews called the Betify partnership a “7-figure, multi-year global partnership.”

Under the terms of its partnership, Fnatic will collaborate with Betify on video content, social media, and marketing content, work with the company on gaming events and creator activations, and provide front-of-jersey promotion on Fnatic’s Counter-Strike 2 team jerseys, starting with ESL Pro League Season 19 in Malta.

While Betify is sponsoring Fnatic—a UK-based organization—its service is not legal to use in that jurisdiction. From the company’s terms and conditions page:

“All NetEnt Casino Games may not be offered in the following territories: Afghanistan, Albania, Algeria, Angola, Australia, Bahamas, Botswana, Belgium, Bulgaria, Colombia, Croatia, Czech Republic, Denmark, Estonia, Ecuador, Ethiopia, France, Ghana, Guyana, Hong Kong, Italy, Iran, Iraq, Israel, Kuwait, Latvia, Lithuania, Mexico, Namibia, Nicaragua, North Korea, Pakistan, Panama, Philippines, Portugal, Romania, Singapore, Spain, Sweden, Switzerland, Sudan, Syria, Taiwan, Trinidad and Tobago, Tunisia, Uganda, United Kingdom, United States of America, Yemen, Zimbabwe.”

For its new partnership with Steelcase, the gaming furniture maker has been named the “official performance seating sponsor of Fnatic.” Further terms of the deal will see Fnatic work with Steelcase to help educate players and creators on the “best configurations and practices for their products to maximize comfort and wellbeing,” and to provide feedback in the hopes of improving “possible future gaming products.” As is usually the case with these kinds of partnerships, Steelcase will also have branding presence on team jerseys, social media, and streaming platforms where Fnatic deploys content.

Steelcase and Betify join other Fnatic sponsors and partners including INZONE, Jack’s Links, and Sony.