Brands

Complexity Partners With Sonic Labs

Published by

James Fudge

3 weeks ago

Sonic Labs announced Monday a partnership with Texas-based esports organization Complexity that will revolve around what it calls an “an array of gaming-driven audience engagement initiatives.”

Financial terms of the deal were not disclosed.

Under the terms of this new partnership, Sonic Labs will serve as the official and exclusive blockchain sponsor of Complexity, which includes branding rights on team uniforms, promotion on its live streamed esports and community events, development of a Complexity-branded Web3 integrated fan app, and coverage of its tournament participation.

Sonic will be integrated into the Complexity community via sponsorships, co-branding efforts, tournament integrations, live events, and a soon-to-launch fan application. Sonic will also sponsor Complexity’s monthly Counter-Strike NA Revival Series tournaments, as well as the upcoming Counter-Strike NA LAN event scheduled for May 2025. Each event will feature custom Sonic branded segments and awards, the company noted in release.

Sonic describes itself as a soon-to-be-launched “layer-1” blockchain platform “with a secure gateway to Ethereum.”

Sonic Labs and its Sonic platform join Complexity sponsor Lenovo Legion. In addition to competing in Counter-Strike 2, Complexity Gaming–which recently separated itself from GameSquare Holdings—currently competes in Madden NFL, Rocket League, and Halo.

James Fudge

With a career spanning over two decades in the esports and gaming journalism landscape, James Fudge stands as a seasoned veteran and a pivotal figure in the evolution of esports media. His journey began in 1997 at Game-Wire / Avault, where he curated gaming and community news, laying the groundwork for his expertise in the field. In his more recent roles, James cemented his status as an authority in the esports business sphere as Senior Editor Esports at Sports Business Journal and The Esports Observer between 2018 and 2021.