One of the biggest names in e-sports is a collaboration with one of the best football teams in the world. Today, Manchester City announced a new partnership with Faze Clan, which the club says it "brings the two audiences together in exciting new ways."
The details are a bit vague, but it sounds like the two parties will work together on what Faze does best: creating really popular content and limited edition merchandise. City says the two will "create compelling content with talent and players, and also host exclusive fan events in the US and around the world," and launch "limited edition, co-branded retail products." On the e-sports side, City and Faze bring their existing ones FIFA players together in a shared training facility.
"We recognize that fans want to celebrate their love of football in many aspects of their lives," said Nuria Tarre, chief marketing officer at City, in a statement, "including fashion, music and gaming, to create a culture that goes beyond then goes what happens on the field. "
It is a merger of two big names and also something that is becoming a trend at large-scale football clubs. European e-sports giant Fnatic collaborated with the Italian club AS Roma in 2017, while Paris Saint-Germain collaborated with the Chinese team LGD for a co-branded Dota 2 squad. Other clubs have started e-sport themselves: the German team Schalke 04 is a success League of Legends for example, and Barcelona has its own Rocket League team.
For Faze Clan, the new deal is now the newest in a growing list of high-profile partnerships. That includes clothing offers with Champion and New Era and partnerships with rappers Lil Yachty and new investor Offset. "The real players, they are like rock stars," Offset said The edge of his decision to work with Faze. "They have great followers, they influence children, and that's what I do. It was just organic. These guys are cool."