Online eyewear retailer Zenni Optical announced Wednesday a new partnership with international esports tournament operator and gaming festival company ESL FACEIT Group (EFG).
Financial terms of this new partnership were not disclosed.
Under the terms of this new partnership, Zenni Optical has been named the “official eyewear” of ESL esports tournaments and DreamHack gaming festivals. Further, the two companies will work together to “integrate eye health education” and promote “innovative eyewear solutions” geared towards gamers and the professional esports community. The first fruits of this partnership will be realized at DreamHack Dallas, taking place from May 31 – June 3. At DreamHack Dallas, a co-branded collection of lifestyle and competitive eyewear and accessories will be promoted.
“DreamHack and ESL represent some of the most community-centric and prestigious competitive events in the world. In their own unique ways, they embody esports for everyone,” said Robb Chiarini, head of gaming, sports, & events at Zenni Optical. “By partnering with these incredible brands across the gaming and esports spaces, we aim to create engaging experiences that combine eye-health education with innovative eyewear solutions for players and fans at all levels.”
ESL, FACEIT, and DreamHack are owned by Savvy Games Group, a gaming and esports company wholly owned by the Saudi Arabian government’s sovereign wealth fund, the Public Investment Fund (PIF).
EFG joins other Zenni Optical partners including the*gamehers, fighting game circuit Evo, TSM, Ghost Gaming, the San Francisco 49ers, Boston Celtics, and the Chicago Bulls, among others.